The Payback Time narrates the contentious challenge between Mr. Disease and his antagonist. The story opens up with Mr.Disease’s entrance to a restaurant and he immediately starts to contaminate people, up until he faces his opponent. The payoff does not end up in Mr. Disease’s favor, and he leaves the place furiously. The video was first aired on 6th of January, 2015 in Dogadan’s Youtube channel and seeded into branded and non-branded platforms. Meanwhile, Mr. Disease proactively communicates with the audience on social platforms, reminding them of his powers. Besides, to amplify Dogadan’s winter protection communication, a series of ‘Defence Techniques’ videos, featuring our hero were shared in social media accounts.

-In 20 days, the video received over 5.7 million views on YouTube(7.2 views, total) and became the Most Popular video of January 2015 on Youtube Ads Leaderboard’s list.

- Total conversation about the brand increased by 193%, and 98% of them was positive.

-The campaign was organically published in global and local prominent blogs.

-For January & February, Dogadan reached the highest market share in modern channel in last 4 years: 51.8%

-The brand had 4% increase in its consumer base and acquired the highest scores of last 3 years in brand health pyramid, awareness, ever trial and loyalty parameters.