Dozhd TV - "Putin turns on the Rain"

Voskhod

Voskhod Ekaterinburg, Russia

Премии

13513

Бренд: Dozhd TV
Страна: Russia

Рекламодатель: Dozhd TV Channel

Заголовок	Putin turns on the Rain
Brief	There is no censorship in Russia. But there are no free media either. In 2014 the authorities pulled the plug on the only independent TV channel, Rain, although it continues broadcasting through paid subscriptions. President Vladimir Putin has repeatedly promised to change the situation, but the miracle hasn’t happened. So the channel went into action. Everyone could watch Rain if they showed a picture of Putin to the web camera. And at Putin`s press conference, a journalist even "turned on the Rain" with the real president’s face!
Агентство	Voskhod
Кампания	Putin turns on
Рекламодатель	Dozhd TV Channel
Бренд	Dozhd TV
Дата первой трансляции/Публикации	2019 / 2
Бизнес сектор	ТВ/Радио программы и станции
История	“There is no censorship and no problems in Russia” - at least, that’s what they say officially in mass media. There is no other opinion in Russia, since 2014 TV Rain – the country’s only independent TV-channel – was taken off air by all satellite and cable providers because of an order from ‘above’. TV Rain, however, hasn’t stopped covering the real state of affairs in Russia. Now one can get an access to truth only through paid subscriptions. In 2015 Vladimir Putin publicly declared to ease the censorship burden. He did it again in 2016 and 2017 during his annual press conferences. But the miracle did not happen. A week before the regular press conference we launched ‘Putin turns on the Rain’. Everyone could get access to TV Rains’s broadcast for 24 hours if they demonstrated the president’s portrait to the web camera. The project was trending both in press and among ordinary users, as it resulted in lots of posts, memes, reaction videos and photos. Right at the press conference, a journalist officially ‘turned Rain on’ using the real president’s face. The officials actively used Rain’s new feature too, as they all have the necessary portrait. As a result - 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 %
Тип медиа	Digital
Длина	94 seconds
Copywriter	Anton Mamykin
Копирайтер	Alexander Sinyuk
Art Director	Vladislav Derevyannikh
Digital Creative Director	Dmitry Maslakov
Developer	Valery Zakharov
Digital Art Director	Anna Maslyakova
Designer	Aleksey Klimov
Designer	Sofya Kuchkina
Designer	Kirill Ratman
Producer	Elizaveta Larionova
Creative Director	Andrey Gubaydullin