SHOWCASE
In the face of the pandemic, an increased division and confrontation was felt in Lithuania‘s society. As a public service broadcaster we saw an opportunity for unification by taking advantage of the popularity of the Eurovision contest, the capturing mood of our representatives song and a yellow colour symbol. So the international initiative dedicated to actively invite the public to get involved and to support the band‘s The Roop participation in Eurovision, Yellow Wave, was born. With the patriotic tone of voice we encouraged public to dance, sing or do other kind of activities using yellow accent, send us a video – so we can become the yellowest country in Europe.
The strategy of the campaign was to use as effectively as possible all LRT communications channels (TV, social media, LRT.lt) and to effectively involve the network of our partners together with different groups of society (Lithuanians living abroad, schools, kindergartens, public sector, business, etc.)
The campaign had a huge success. Different public groups contributed and actively involved in the campaign: business organizations, the public sector, educational organizations, Lithuanian communities around the world, artists, and city municipalities.
LRT received more than 300 videos and photos from citizens and organizations supporting the representatives of our country.
The videos sent to us have been made into TV idents and have been broadcasted on TV and our website all week of Eurovision. Videos collected 1700 GRP on TV.
#LithuaniaGoesYellow tag was shared 4.6 thousand times on social media.
Almost 1 million people were watching the Eurovision final through the LRT channel. This is an all-time Lithuanian record.
LRT
2021 April-May
LRT
In the face of the pandemic, an increased division and confrontation was felt in Lithuania‘s society. As a public service broadcaster we saw an opportunity for unification by taking advantage of the popularity of the Eurovision contest, the capturing mood of our representatives song and a yellow colour symbol. So the international initiative dedicated to actively invite the public to get involved and to support the band‘s The Roop participation in Eurovision, Yellow Wave, was born. With the patriotic tone of voice we encouraged public to dance, sing or do other kind of activities using yellow accent, send us a video – so we can become the yellowest country in Europe. The strategy of the campaign was to use as effectively as possible all LRT communications channels (TV, social media, LRT.lt) and to effectively involve the network of our partners together with different groups of society (Lithuanians living abroad, schools, kindergartens, public sector, business, etc.) The campaign had a huge success. Different public groups contributed and actively involved in the campaign: business organizations, the public sector, educational organizations, Lithuanian communities around the world, artists, and city municipalities. LRT received more than 300 videos and photos from citizens and organizations supporting the representatives of our country. The videos sent to us have been made into TV idents and have been broadcasted on TV and our website all week of Eurovision. Videos collected 1700 GRP on TV. #LithuaniaGoesYellow tag was shared 4.6 thousand times on social media. Almost 1 million people were watching the Eurovision final through the LRT channel. This is an all-time Lithuanian record.
LRT
2021 April-May
LRT
