ANTI-PIRACY CAMPAIGN: PIRACY

Credits:

Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Title: PIRACY
Advertiser/Client: FOMPI/C. A. CINEMAS
Product/Service: ANTI-PIRACY CAMPAIGN
Entrant Company: LEO BURNETT GUATEMALA Guatemala City, GUATEMALA
Advertising Agency: LEO BURNETT GUATEMALA Guatemala City, GUATEMALA
Media Agency: STARCOM Guatemala City, GUATEMALA
Creative Credits
Name Company Position
Ivan Polanco Leo Burnett Guatemala Creative Director
Felipe Godoy Leo Burnett Guatemala Art Director
Aviu Polanco Leo Burnett Guatemala General Creative Director
Lucia Ponce Starcom Media Director
Details
Results and Effectiveness:
We started in December with 300 movies. By the end of February we had produced and sold more than 3,000 using just the money people paid for their copies. The numbers are increasing every week, meaning that more people are being exposed to our message. Meanwhile ticket sales are slowly increasing versus a year ago. The word on the street about our movies has spread and now people are thinking twice before buying a pirated movie. At the end, Pirated movies turned out to be the perfect media to go against pirated movies.
Creative Execution:
We developed a continuous live advertising: our own piracy resellers, and used PIRATED MOVIES AS THE MEDIA TO SPREAD OUR ANTI PIRACY MESSAGE. We sold our pirated movies for the usual price of $1. After a few minutes the movie was played, it jammed and our message appeared on the screen: You get, what you pay for. The money you paid for this movie will be used to produce more copies like this one. If you don't want this happening to you again, don't buy pirated movies.
Insights, Strategy and the Idea:
There are at least 1000 pirated movies resellers in our city. With pirated DVD’s going for a third of the price of a movie ticket, Cinemas are losing big. FOMPI--Fomento y Protección de la Propiedad Intelectual--, (Fund for the Protection of Intellectual Property) who represents the two biggest Cinema groups in the country, asked us to develop a new way to spread their message against buying pirated movies.