Microsoft Promo, Case study PIRATE INSIDE by Wunderman Milan, Y&R Milan

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Industry Software & Multimedia Productions, SaaS, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Italy
Agency Wunderman Milan
Agency Y&R Milan
Executive Creative Director Vicky Gitto
Creative Director Enrico Spinetta, Danilo Puricelli
Art Director Toon Coenen, Marco Tironi
Copywriter Filippo Rizzo, Valentina Leovino, Ileana Infantino, Stefano Consiglio
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: MICROSOFT
Product/Service: ANTIPIRACY
Date of First Appearance: Oct 20 2010
Entrant Company: WUNDERMAN, Milan, ITALY
Entry URL:
Executive Creative Director: Vicky Gitto (Y&R BRANDS)
Creative Director: Enrico Spinetta (WUNDERMAN/Y&R BRANDS)
Creative Director: Danilo Puricelli (WUNDERMAN/Y&R BRANDS)
Art Director: Toon Coenen (WUNDERMAN/Y&R BRANDS)
Copywriter: Filippo Rizzo (WUNDERMAN/Y&R BRANDS)
Copywriter: Valentina Leovino (WUNDERMAN/Y&R BRANDS)
Copywriter: Ileana Infantino (WUNDERMAN/Y&R BRANDS)
Copywriter: Stefano Consiglio (WUNDERMAN/Y&R BRANDS)
Art Director: Marco Tironi (WUNDERMAN/Y&R BRANDS)
Web Designer: Alberto Massazza (Y&R BRANDS)
Web Designer: Silvia Candeago (Y&R BRANDS)
Developer: Marco Consolini (Y&R BRANDS)
Developer: Ronald Shqarri (Y&R BRANDS)
Developer: Omar Ferraro (Y&R BRANDS)
Developer: Lorenzo Ianigro (Y&R BRANDS)
Team Leader: Dario Fonti (WUNDERMAN/Y&R BRANDS)
Account Director: Elena Maggetti (WUNDERMAN/Y&R BRANDS)
Account Executive: Chiara Tranquillino (WUNDERMAN/Y&R BRANDS)
Production Manager: Natale Spagnolo (WUNDERMAN/Y&R BRANDS)
Media placement: Viral Video - 3 Subjects - Campaign Website - YouTube - 20/10/2010
Media placement: CD With Application - SMAU - Milan - 20/10/2010
Media placement: Campaign Website - Web - 20/10/2010

Insights, Strategy & the Idea
Hacking is a widespread “bad habit” among Italian people: in 2009, the hacking rate in Italy has almost reached 50%. Its risks, from damages to software vendors to private citizens spreading and using illegal products, are underestimated. Therefore our aim was to change the people’s perception of the issue, making them aware of all this. But what is the best way to speak to a target that is exposed to a rhetorical and adversary communication about software piracy on a daily basis? Misleading them, pushing them to commit an illegal act, thus unmasking the “pirate” hidden inside the majority of people and letting them face the consequences of hacking. This worked, because peoples’ perceptions changed were through personal experience.

Creative Execution
Inside SMAU in Milan, the most important technology event in Italy, we set up a corner branded with the operation name “Pirata inside” (in order not to arouse suspicion). Inside the stand, some hostesses handed out free “pirate” copies of Office 2010 to the people taking part to the event, with the chance for them to win a fantastic stay abroad. The people’s reactions were secretly videotaped.
Inside the CD, instead of Office 2010, they found a game showing them the only kind of stay they could win using pirate software: prison! Then we invited them to free themselves visiting a dedicated website (, where we published the videos of the most remarkable reactions in SMAU, all of which were closed with the invitation “not to let piracy deceive you”. The videos could be shared on the most important social networks and have been published also on YouTube.

Results and Effectiveness
The people’s engagement was immediate, during the SMAU event. They accepted 10.000 free “pirate” copies of Office 2010, 4.000 only during the first day. A great spontaneous sensation has been caused on trade magazines, both online and offline. And the end actions on the website reached the 644% of the target. These results are updated to January 31st 2011. The campaign is still live.