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.

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%.