PUTIN TURNS ON THE RAIN

TitlePUTIN TURNS ON THE RAIN
BrandTV RAIN
Category B06. Use of Technology
Product/ServiceTV CHANNEL
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Media Placement VOSKHOD Ekaterinburg, RUSSIA
PR VOSKHOD Ekaterinburg, RUSSIA
Production VOSKHOD Ekaterinburg, RUSSIA
Credits
Name Company Position
Andrey Gubaydullin Voskhod Creative Director
Elizaveta Larionova Voskhod Producer
Anton Mamykin Voskhod Copywriter
Aleksandr Sinyuk Voskhod Copywriter
Vladislav Derevyannikh Voskhod Design Director
Anna Maslyakova Voskhod Digital Art Director
Valery Zakharov Voskhod Technical Director
Aleksey Klimov Voskhod Graphic Designer
Maxim Geychenko Voskhod Graphic Designer
Kirill Ratman Voskhod Graphic Designer

Why is this work relevant for Direct?

TV Rain – the country’s only independent TV-channel. This is an absolutely online channel that exists in the network and is consumed in the network, therefore, was promoted through direct only.

Background

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 and needs new subscribers. Goal - get people to get acquainted with the channel and increase the number of channel subscribers.

Describe the creative idea (30% 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.The information spread in social networks, blogs, interest reached a peak by the time of Putin's press conference. At the Putin`s press conference, a journalist ‘turned Rain on’ with the real president’s face.

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. Call to action - demonstrate Mr. Putin’s portrait to the web camera for get access to Rain’s broadcast for 24 hours.

Describe the execution (20% of vote)

The technology of machine vision was used - in the webcam it was necessary to show a portrait of Putin (there is in any office of a government official). Machine vision technology has allowed to touch upon an important topic and to face the truth. 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

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 %.