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’. It continues broadcasting through paid subscriptions. Since 2015 Putin has promised to help TV Rain ease the censorship burden. But the miracle hasn't happened.
In 2018 channel launched action for get a new subscribers.
Describe the strategy
Goal - get people to get acquainted with the channel and increase the number of channel subscribers.
The target audience - politically active people interested in the knowledge of truthful information, active in social networks, residents of cities with millions.
We suggested a fun activity to get attention. The information spread in social networks, blogs, interest reached a peak by the time of Putin's press conference.
Describe the execution
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. Face recognition technology identified Putin’s face and opened access. 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.
List the results
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 %.