| Title | RAIN VS. LIE |
| Brand | TV RAIN / DOZHD |
| Product/Service | TV RAIN / DOZHD |
| Category |
B04. Use of Print or Outdoor |
|
Entrant
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VOSKHOD Ekaterinburg, RUSSIA
|
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Idea Creation
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VOSKHOD Ekaterinburg, RUSSIA
|
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Media Placement
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VOSKHOD Ekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Executive Creative Director |
| Daria Ovechkina |
Voskhod |
Copywriter |
| Alexander Solodky |
Voskhod |
Copywriter |
| Mikhail Pishvanov |
Voskhod |
Media Director |
| Vladislav Derevyannikh |
Voskhod |
Design Director |
| Dmitry Maslakov |
Voskhod |
Digital Creative Director |
The Campaign
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.
Campaign Success
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.
The cost-effective creative idea required minimal media investment: only one billboard, and not even in Moscow.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 6 000 000 people in one month.
Every minute of rain brought 13-15 new subscribers in average. The overall monthly number of paid subscriptions doubled.
Explain why the method of promotion was most relevant to the product or service
We used traditional OOH billboard for an integrated promotional campaign.
In 2014 Dozhd TV Channel was taken off the air by all of the main satellite and cable providers. In 2015 a new federal law cut down an important financial source for the channel prohibiting all advertisement on paid satellite and cable channels. Even though the lawsuit was criticized by Presidential Council for Human Rights it was signed as urgently as in two weeks.
Nowadays, the only financial resource for the channel is through online subscriptions.