Why is this work relevant for Brand Experience & Activation?
TV Rain – the country’s only independent TV-channel – was taken off air by all satellite and cable providers in 2014 because of an order from ‘above’. Since 2015 Putin has promised to help TV Rain ease the censorship burden. But the miracle hasn't happened. We made his promises true.
There is no censorship in Russia. There is no other opinion too. In 2014, the authorities pulled the plug on the only independent TV-channel Rain. It continues broadcasting through paid subscriptions.
Goal - get people to get acquainted with the channel and increase the number of channel subscribers.
Describe the creative idea (20% of vote)
In 2015 Vladimir Putin promised to help TV Rain ease the censorship burden. He did it again in 2016 and 2017 during his annual press conferences. But the miracle did not happen.
A week before the regular press conference we made his promises true. Everyone could get access to Rain’s broadcast for 24 hours if they demonstrated the president’s portrait to the web camera.
Describe the strategy (20% of vote)
The target audience - politically active people interested in the knowledge of truthful information, active in social networks, residents of cities with millions.
The information spread in social networks, blogs, interest reached a peak by the time of Putin's press conference where a journalist ‘turned Rain on’ with the real president’s face.
Describe the execution (30% of vote)
Everyone could get free access to TV Rain for 24 hours if they demonstrated the president’s portrait to the web camera. Face recognition technology identified Putin’s face and opened access to TV Rain’s broadcast. A portrait of Putin is in the office of every official. This made it possible to touch upon an important topic and address the issue of censorship and the President's promises, which are fulfilled only in words. The information spread in social media.
List the results (30% of vote)
14,520,076 Media impressions.
Conversion rate 16.7% (every sixth person opened the access).
For two weeks only the number of subscribers grew by 3.9 %.