PUTIN TURNS ON THE RAIN

Bronze eurobest Award

Case Film

Presentation Image

ClientTV RAIN
Category I05. Breakthrough on a Budget
TitlePUTIN TURNS ON THE RAIN
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

Background

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 %.