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If the experiment succeeds in Kyiv, TochkaRu plans to install bins in
other large Ukrainian cities as well.
The company said that each garbage bin initially costs about Hr
700, "but there are additional costs related to maintaining and
installing them," Morkva said.
Unlike traditional garbage cans, the advertising bins require some
upkeep.
"The biggest concern is that vandals could destroy the glass
bins," said Ihor Dashutin, the firm's marketing director.
He said that the company would hire 40 employees to maintain
the first 450 cans.
"The employees will check the garbage bins each morning,
maintain electrical connections and change the advertisements, if
necessary," Morkva said. TochkaRu's employees will be responsible
for removing garbage from the bins themselves, he added.
TochkaRu officials are hoping that advertisers will welcome the
project.
While the bins are smaller than bill-boards, there will be more of
ads on the streets.
"The cost of an ad on a light-bin will be lower than what
other agencies charge for similar advertising," Morkva said.
If advertisers take to the idea, the company hopes to rent space on
the bins quickly. If business goes well, Morkva said the company
could recoup its investments by the end of 2004.
Dashutin said that TochkaRu has agreements with media
buyers, but declined to provide specifics.
Ukraine is not the only Eastern European country to introduce this
type of project, but Dashutin said that his company's program differs
from what other agencies do in other countries, including Russia.

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