Respect Copyrights! by Scholz & Friends Berlin for Constantin Film Verleih GmbH

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Respect Copyrights!

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Industry Advertising agencies, Publishing, streaming & media, Business equipment & services, Advertising & Communication
Media Film
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
Production Constantin Film Verleih
Released October 2011

Awards

One Show 2012
One Show Innovation in Advertising / Single or Campaign Merit

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: CONSTANTIN FILM VERLEIH
Product/Service: ANTI FILM PIRACY INITIATIVE
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
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

Describe the objective of the promotion.
The movie industry has one big problem: movie piracy. It is estimated that in Germany alone 4.5m movie pirates account for a loss of €300m to the industry every year. But pirates are very hard to reach. They hardly watch TV and they never go to the theatre. We needed to devise a way to directly address movie pirates – in an immediate way. 'Respect Copyrights!' was created to achieve maximum awareness for the problem of illegal downloading and address as many movie pirates as possible.

Describe how the promotion developed from concept to implementation.
But how do we reach movie pirates? With pirate copies. In December 2011 the movie 'BLUTZBRUEDAZ' was released, starring SIDO, Germany’s best rapper and a hero to many of the pirates. During the original shoot in March 2011, we shot an extra scene exclusively for pirates. Our prepared copy starts like the beginning of the real movie. But after a few minutes the rappers 'dis' their audience in target-group-appropriate language and in a humorous way for not paying for the movie. We disguised the scene as a feature-length movie and uploaded it to illegal file-sharing platforms after the official premiere.

Explain why the method of promotion was most relevant to the product or service.
We uploaded our scene as a supposedly real copy of the 'BLUTZBRUEDAZ' movie to popular file-sharing networks and worked on the broad distribution of the fake copy. We also initiated heated discussions on various computer, (rap-) music and movie forums on the internet. This is where the target group spends a lot of time. Then they wrote about the initiative in their blogs, and even specialist media reported on it. After a few weeks we published a press release to reach an even wider audience. With the unique campaign 'Respect Copyrights!', we effectively publicised the huge problem of movie piracy.

Describe the success of the promotion with both client and consumer including some quantifiable 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. 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. 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.