Cannes Lions

Rain vs. Lie

VOSKHOD, Ekaterinburg / TV RAIN / 2017

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

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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