RESPECT COPYRIGHTS! by Scholz & Friends Berlin for Constantin Film Verleih GmbH

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RESPECT COPYRIGHTS!

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Industry Public awareness
Media Promo & PR, Case study
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Michael Schmidt Pauly
Art Director Michael Johne
Copywriter Momme Clausen, Caspar Heuss
Released January 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: CONSTANTIN FILM VERLEIH
Product/Service: RAISING PUBLIC AWARENESS
Agency: SCHOLZ & FRIENDS BERLIN
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Caspar Heuss
Creative Director: Mathias Rebmann (Scholz & Friends)
Creative Director: Michael Schmidt (Scholz & Friends)
Art Director: Michael Johne (Scholz & Friends)
Copywriter: Caspar Heuss
Copywriter: Momme Clausen
Account Manager: Christina Ritzenhoff (Scholz & Friends)
Production Company: (Constantin Film Verleih Gmbh)
Agency Producer: Daniel Klessig (Scholz & Friends)
Graphic: Tim Weiske (Scholz & Friends)
Media placement: Internet Spot - Http://thepiratebay.se/search/blutzbruedaz/0/99/0 - 02. January 2012

Summary of the Campaign
The attention-grabbing campaign 'Respect Copyrights!' was supposed to act as a tool to increase awareness of illegal downloading and movie piracy, and address as many movie pirates as possible.

Before Sido, the famous German rap star, released his movie 'Blutzbruedaz', we shot an extra scene in which he addresses movie pirates directly. a goal that is usually hard to reach.

We uploaded this extra scene, camouflaged as the real 'Blutzbruedaz' movie, to all important file-sharing platforms. We also initiated heated discussions on various computer, (rap) music and movie forums on the internet.

Together with a press release our 'pirate copy' the very effective orchestration of the campaign led to 100,000 downloads in the first 10 days, and generated extensive media coverage. The German Chairman of the respected German Cultural Council, complimented the campaign on its target-group-appropriate approach.

Thus the unusual, attention-grabbing and creative PR showed great effects over all parts of the German society and is therefore appropriate to PR Lions.

The Situation
The movie industry and within it the major German movie production company Constantin Film has one big problem: movie piracy. Illegal movie downloads cause great harm to the German movie industry.

It is estimated that in Germany alone 4.5m movie pirates account for a loss of €300m to the industry every year. Unfortunately it is very difficult to reach movie pirates. They rarely watch TV and never go to the movies. We needed to devise a way to directly address movie pirates, in an immediate way. But how do we reach movie pirates? With pirate copies.

The Goal
The campaign 'Respect Copyrights!' was supposed to act as a tool to increase awareness of illegal downloading.

Unfortunately it is very difficult to reach movie pirates, since their relationship to the movie industry (our client) is hostile.

We needed a creative devise to address movie pirates in an immediate way because it is hard to reach them by classical PR instruments and make them consciously deal with their “problematic” business.

During the first 10 days our “pirate copy” of the 'Blutzbruedaz' movie was downloaded 100,000 times. That’s a hit rate of 100% of the target group.

The Strategy
'Respect Copyrights!' is a unique campaign that was created to achieve maximum awareness for the problem of illegal downloading amongst the target group. In an extra scene, lead actors Sido and B-Tight directly address the movie pirates and “dis” their audience in a humorous way for not paying for the movie.
When the movie premièred (29.12.2011), we uploaded this scene as a supposedly real pirate copy of the 'Blutzbruedaz' movie to popular file-sharing networks. During the first 10 days our'“pirate copy' of the 'Blutzbruedaz' movie was downloaded 100,000 times.

The very effective orchestration of the campaign would generate attention within the population and boost awareness of copyright issues.

Hence we provoked the net community into writing about the initiative in blogs, and even specialist media reported on it, followed by newspapers and even TV stations picking up on the campaign. The PR aspects helped the campaign gain maximum visibility.

Execution
During the shoot of the 'Blutzbruedaz' movie, 6 months before its release, we shot an extra scene with lead actors. Our prepared pirate copy starts like the beginning of the real movie. After a few minutes the two rappers address the movie pirates directly and 'dis' their audience in a humorous way for not paying for the movie.

2 days after the movie premièred (29.12.2011), we uploaded this scene as a supposedly real pirate copy of the movie to popular file-sharing networks and worked on the broad distribution of the fake copy on file-sharing platforms for 3 weeks.

At the same time we also initiated heated discussions on various computer, music and movie forums on the internet. Thus first of all, we reached the target group. They wrote about the initiative in their blogs, and even specialist media reported on it.

2 weeks after the premier we published a press release to reach an even wider audience. Newspapers and TV shows then also picked up on the campaign.

Documented Results

During the first 10 days, our 'pirate copy' of the 'Blutzbruedaz' movie was downloaded 100,000 times. That’s a hit rate of 100 % of the target group.

Over 50 blogs and specialist media were the first to report on the action, and then newspapers and even TV stations picked up on the campaign.

In addition, the respected German Cultural Council complimented the campaign. Its Chairman, Olaf Zimmermann, said, “I really welcome and the exemplary way Sido stands up for his rights as an artist. His no-holds-barred words and gestures, if quite strong at times, will definitely have an impact. He manages to find the right words to reach the intended target group.”

The greatest success for Constantin wasn’t just that the online community discussed the
moral dubiousness of movie piracy. Indeed, thanks to the mainstream media response, the 'Blutzbruedaz' movie became Constantin’s most successful movie of recent years - in cinemas.