BSA KEYGEN for Microsoft

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BSA KEYGEN

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Turkey
Released April 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: MICROSOFT TURKEY
Product/Service: SOFTWARE PIRACY AWARENESS
Agency: 41? 29! Digital Marketing Agency
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: 41? 29! Digital Marketing Agency , Istanbul, TURKEY
Entry URL: http://www.41-29.com/4129/keygenviraleng/default.html
Group Marketing Manager, Windows: Mehmet Nuri Çankaya (Microsoft Turkey)
Agency President: Alemşah Öztürk (41? 29!)
Technical Director: Ömer Bilge Ersoy (41? 29!)
Brand Manager: Özlem Yumuşak (41? 29!)
Project Manager: Murat Ögat (41? 29!)
Creative Director: Seren Köroğlu (41? 29!)
Creative Team: İlyas Eralp (41? 29!)
Creative Team: Volkan Öge (41? 29!)
Creative Team: Ercan Akkaya (41? 29!)
Developer Team: Gülşah Karasakal (41? 29!)
Developer Team: Önder Arslan (41? 29!)
Developer Team: Murat Yılmaz (41? 29!)
Creative Team: Ali Güracar (41? 29!)
Media placement: Website - Internet - 1 April 2010
Media placement: Keygen Application - Internet - 1 April 2010

Results and Effectiveness
More than 50,000 downloads of keygen.exe in less then a month with no marketing budget, just WOM and seeding. Most of our servers banned from warez sites (which shows we are doing our job) and our sites are still online generating buzz and expanding userbase.

Creative Execution
Thousands of people use keygens to find serial for pirated softwares. So, we identified keygenerators as a new creative media and created 20 fake warez sites with hundreds of fake keygens. When used, keygens went fullscreen with fake windows format screen followed by a video telling how serious software piracy issues are and created a shocking effect. We even created fake movie files and software setup files to increase the effect.

Insights, Strategy & the Idea
The biggest problem for BSA and Microsoft is software piracy and the people dont know the results of using pirated software. BSA asked us to create buzz among non-licensed software users and make them aware of penalties and legal issues. Consumers dont know the severity of the software piracy and the legal actions against it. We wanted to shock them and make them realise that those legal actions can be applied to anyone... To create this shocking experience and excitement and make them aware of the problem, we created a new media : The key generators consumers used every day for finding serial to use pirated software.