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普京在雨中转身
案例简介：“俄罗斯没有审查制度，也没有问题” -- 至少，这是他们在大众媒体上正式说的话。俄罗斯没有其他意见，因为 2014年，该国唯一的独立电视频道《电视雨》因 “上层” 的命令而被所有卫星和有线电视提供商停播。然而，电视雨并没有停止报道俄罗斯的真实状况。现在，人们只能通过付费订阅获得真相。2015 年，弗拉基米尔 · 普京公开宣布减轻审查负担。他在 2016年和 2017 年度新闻发布会上再次这样做。但是奇迹并没有发生。在例行新闻发布会的一周前，我们推出了 “普京在下雨”。如果每个人向网络摄像机展示总统的肖像，他们都可以在 24 小时内观看电视直播。该项目在媒体和普通用户中都有发展趋势，因为它产生了大量的帖子、模因、反应视频和照片。就在新闻发布会上，一名记者用真实的总统脸正式 “变脸”。官员们也积极使用 Rain 的新功能，因为他们都有必要的肖像。结果 -- 14,520,076 媒体印象。转换率 16.7% (每六人打开一次访问)。两周来，用户数量仅增长了 3.9%
普京在雨中转身
案例简介：“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 %
Putin turns on the Rain
案例简介：“俄罗斯没有审查制度，也没有问题” -- 至少，这是他们在大众媒体上正式说的话。俄罗斯没有其他意见，因为 2014年，该国唯一的独立电视频道《电视雨》因 “上层” 的命令而被所有卫星和有线电视提供商停播。然而，电视雨并没有停止报道俄罗斯的真实状况。现在，人们只能通过付费订阅获得真相。2015 年，弗拉基米尔 · 普京公开宣布减轻审查负担。他在 2016年和 2017 年度新闻发布会上再次这样做。但是奇迹并没有发生。在例行新闻发布会的一周前，我们推出了 “普京在下雨”。如果每个人向网络摄像机展示总统的肖像，他们都可以在 24 小时内观看电视直播。该项目在媒体和普通用户中都有发展趋势，因为它产生了大量的帖子、模因、反应视频和照片。就在新闻发布会上，一名记者用真实的总统脸正式 “变脸”。官员们也积极使用 Rain 的新功能，因为他们都有必要的肖像。结果 -- 14,520,076 媒体印象。转换率 16.7% (每六人打开一次访问)。两周来，用户数量仅增长了 3.9%
Putin turns on the Rain
案例简介：“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 %
普京在雨中转身
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Putin turns on the Rain
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基本信息
- 广告战役： #Putin turns on#
- 广告品牌： Dozhd TV
- 发布日期： 2019-02-01
- 行业领域： 电视传媒 , 商务服务 , 影音娱乐
- 媒体类别： 短视频
- 广告语言： 俄语
- 媒介平台： 网络
- 获得奖项：
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