Cannes Lions
VOSKHOD, Ekaterinburg / TV RAIN / 2017
Awards:
Overview
Entries
Credits
Description
Dozhd means rain in Russian.
We placed this simple message on a billboard:
Dozhd washes away the lie
We just had to wait for the lie to be washed off - literally.
Execution
For one month a web camera was streaming a video of the billboard on the main page of the channel’s website. When it rained, everyone would get a 50% discount on a subscription.
Outcome
Not a single national news media outlet mentioned the billboard…
But, it caused a huge buzz on the social networks and with independent media that’s how we reached an audience of 6 mln people in one month.
On average, every minute of rain brought in 13 new subscribers and the number of new subscribers exceeded the average monthly subscriptions by 100%.
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