Britanico Digital, Case study PIRACY [video] by Y&R Lima

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PIRACY [video]

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Industry Language schools
Media Digital, Interactive & Mobile, 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

Advertiser: BRITANICO
Agency: Y&R
Category: Commercial Public Services Incl. Healthcare & Medical
Advertising campaign: PIRACY
Executive Creative Director: Flavio Pantigoso (Y&R Perú)
Copywriter: Daniel De Leon (Y&R Perú)
Art Director: Gonzalo Paredes (Y&R Perú)
Account Director: Carla Wilson (Y&R Perú)
Head Of Art: Christian Sanchez (Y&R Perú)
Copywriter: Daniel Lobatón (Y&R Perú)
Planner: Eduardo Grisolle (Y&R Perú)
Agency Producer: Michel Motte (Y&R Perú)
Client Brief Or Objective
We needed to find an innovative way to to promote Británico’s English courses to a young target audience.Young people in Peru are fans of American TV series and do not want to wait until premiere episodes are broadcast on local TV. They therefore download these episodes and their Spanish subtitles, so they can understand the dialogues, from pirate websites.
Relevancy
Using TV’s most popular shows guarantees relevancy. On one hand we use their peak in popularity and loyal fan base to find an audience willing to read our message. On the other hand, it puts it in the heart of the problem: if our target could learn English they wouldn’t need subtitles to begin with. Finally, our brand shows that it understands how the target audience really uses English in their day to day life ending with the perception that it’s an occasional skill that’s not part of their routine.
Outcome
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.
Implementation
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.peWe seeded our SRTs on websites such as The Pirate Bay and Subdivx.com, two of the most popular sites for series downloads.