Andrey Gubaydullin
ECD at Voskhod, Yekaterinburg
Yekaterinburg, Rússia
TituloRain vs. Lie
BriefDozhd is a Russian independent TV channel that broadcasts impartial news 24 hours a day. Under pressure from the government, Dozhd was taken off the air by all the main satellite and cable providers. Now the channel's only financial resource is online subscriptions. Dozhd means "rain" in Russian. Which is why this billboard read: "Dozhd washes away the lie." Slowly, the lie was literally washed off, with a web camera streaming the results on the channel's website. When it rained, people got a 50% discount on a subscription.
Agência
Campanha Rain vs. Lie
Anunciante Dozhd TV Channel
Marca Dozhd TV
PostedNovembro 2017
Sector Empresarial Jornais, revistas e livros
História Dozhd means rain in Russian.
That’s why we placed this simple message on a billboard:
Dozhd washes away the lie

We just had to wait for the lie to be washed off - literally.
For one month a web camera was streaming a video of the billboard on the main page of the channel’s website. When it rained, everyone would get a 50% discount on a subscription.

Not a single national news media outlet mentioned the billboard…

But, it caused a huge buzz on the social networks and with independent media that’s how we reached an audience of 6 mln people in one month.
On average, every minute of rain brought in 13 new subscribers and the number of new subscribers exceeded the average monthly subscriptions by 100%.
Tipo de Mídia Exterior
Director criativo
Director de arte
Redator
Redator
Digital Creative Director
Director de media

People related to this work

Anúncios relacionados

Trending

Create a free Talent profile and become a member of AdForum

Get Started