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Putin turns on the Rain

Putin turns on the Rain | TV Rain | Voskhod
Download Download JPG | 3530x2502px
basics
Industry: Corporate self-promo
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for Direct?

The target audience - politically active people interested in obtaining true information, active in social networks.
The information spread in social networks, blogs.
The project was trending both in press and among ordinary users, as it resulted in lots of posts, memes, reaction videos and photos.

Background

The only Russian independent TV-channel was taken off air by all satellite and cable providers because of an order from ‘above’.

The TV-channel continues to broadcast online through paid subscriptions.

The goal was to increase the number of channel subscribers.

Describe the creative idea (30% of vote)

In 2014 the country’s only independent TV-channel was taken off air by all satellite and cable providers because of an order from ‘above’. The TV-channel, 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 promised to help the channel ease the censorship burden. He did it again in 2016 and 2017 during his annual press conferences. But the miracle has not happened yet.
A week before the regular press conference-2018 we made his promises true. Everyone could get access to the channel’s broadcast for 24 hours if they demonstrated the president’s portrait to the web camera.
The officials actively used the TV-channel’s new feature too, as they all have the necessary portrait.

Describe the strategy (20% of vote)

The target audience - politically active people interested in the knowledge of truthful information, active in social networks, residents of cities with millions.

A week before the regular Putin`s press conference we launched ‘Putin turns on the Rain’.
Everyone could get free access to the TV-channel for 24 hours if they demonstrated the president’s portrait to the web camera.

The target audience - politically active people interested in obtaining true information. They actively use social networks and live in metropolitan cities. At Putin`s press conference, a journalist ‘turned the Rain on’ with the real president’s face.

Describe the execution (20% of vote)

Face recognition technology identified Putin’s face and opened access to TV-channel’s broadcast.
At Putin`s press conference representatives of the TV-channel opened the channel using the real face of the President.

List the results (30% of vote)

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 %
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Media / Entertainment
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Use of Other Technology
Cannes Lions International Festival of Creativity 2019
Shortlist Media
Use of Digital Platforms
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