Mikhail Pishvanov
Media Director at Voskhod
Ekaterinburg, Russia
TitleRain vs. Lie
BriefDozhd is a Russian independent TV channel that broadcasts impartial news 24 hours a day. Under pressure from the government, Dozhd was taken off the air by all the main satellite and cable providers. Now the channel's only financial resource is online subscriptions. Dozhd means "rain" in Russian. Which is why this billboard read: "Dozhd washes away the lie." Slowly, the lie was literally washed off, with a web camera streaming the results on the channel's website. When it rained, people got a 50% discount on a subscription.
Campaign Rain vs. Lie
Advertiser Dozhd TV Channel
Brand Dozhd TV
PostedNovember 2017
Business Sector Newspapers, Magazines, Books
Story Dozhd means rain in Russian.
That’s why 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.
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.

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%.
Media Type Outdoor/Out of Home
Creative Director
Art Director
Digital Creative Director
Media Director

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