Britanico Case study PIRACY by Y&R Lima

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PIRACY

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Industry Language schools
Media Case study
Market Peru
Agency Y&R Lima
Executive Creative Director Flavio Pantigoso
Art Director Gonzalo Paredes
Copywriter Jaron Anderson - Daniel Lobaton, Daniel De Leon Tanner
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best brand or product integration into a feature film, existing TV show and/or series Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best brand or product integration into a feature film,
existing TV show and/or series
Advertiser: BRITANICO
Product/Service: ENGLISH LESSONS
Agency: Y&R Lima, PERU

Account Director: Carla Wilson (Y & R Perú)
Planner: Eduardo Grisolle (Y & R Perú)
Agency Producer: Michel Motte (Y & R Perú)
Art Director: Gonzalo Paredes (Y & R Perú)
Copywriter: Daniel Lobaton (Y & R Perú)
Copywriter: Daniel De Leon (Y & R Perú)
Head Of Art: Christian Sanchez (Y & R Perú)
Executive Creative Director: Flavio Pantigoso (Y & R Perú)

Describe the campaign/entry
Young people in Peru are fans of American TV series and do not want to wait until premiere episodes are broadcast on local TV, which normally takes a couple of weeks. They therefore download these episodes and their Spanish subtitles, so they can understand the dialogues, from pirate websites.


Results
We created our own subtitle files and seeded them on popular pirate download sites. We flooded the subtitles with translation mistakes so that they altered the sense of the series dialogue and made our message evident: Do not depend on subtitles. Switch to Británico. www.britanico.edu.pe

The brand was therefore present in TV's most popular series, in the most attention grabbing placement in the show: the subtitles.

We seeded our SRTs on websites such as The Pirate Bay and Subdivx.com, two of the most popular sites for series downloads.


We relied on the popularity of the TV series to implement our idea, identifying those with the most loyal fans and audience online such as The Walking Dead, Breaking Bad and Game of Thrones.


A zero-cost idea: it's as cheap as creating a word document. ROI guaranteed.

Unique visitors in Britanico's website increased by 23% and student enrollment by 12% in the month following the launch of the campaign.

Buzz generated in social media (twitter, facebook) as well as forums, where the brand was highly appreciated for understanding the real use young people give to English in their day-to-day life.

We used TV shows at their peak in popularity to find an audience willing to read our message.

And a complete new media: pirate TV series.