Pieter Staes
Directeur de création at These Days, Antwerp
Antwerp, 比利时
标题Game of Torrents (Film Case)
BriefGame of Thrones is the most illegally downloaded TV show ever. Facts like these are kind of a pain if you sell DVDs like MediaMarkt. But maybe illegal downloaders could be a target group? Introducing Game of Torrents, an engaging and entertaining online activation. On the biggest download sites for subtitles, alternative versions were uploaded. When fans downloaded the subtitles for their favourite series, they were confronted with criticisms of their piracy activities and even a few spoilers. Ouch! Eventually they were offered a legal alternative: the best series at criminally low prices.
广告公司
广告战役 Game of Torrents
广告主 Media Markt
品牌 Media Markt
Posted8月 2018
行业领域 在线零售、网上商店
剧情简介 Synopsis;On December 12th 2017 Game of Thrones season 7 launched worldwide on DVD and Blu-ray. In anticipation to the release, MediaMarkt, the biggest electronics retailer in Belgium;asked us to promote their best deals on TV series.;Sadly, the Game of Thrones saga happens to be the most illegally downloaded TV show ever. Season 7 was already pirated more than one billion times and broke all illegal download records. Time to consider these illegal downloaders as a new target group.;Strategy;Game of Thrones is the most illegally downloaded TV show ever. The new season’s launch on DVD was the perfect moment to also target illegal downloaders for a change and consider them as a new target audience. To reach these illegal downloaders, we decided to use the platforms that they already use: websites where you can download sub-titles.;?;Outcome;The adapted subtitles were downloaded over 26.000 times and counting.;Sales of DVD’s during our clever promo campaign increased by 17% in comparison to the same period last year.;Execution;We carefully selected during which scenes we wanted our sub-titles to suddenly change into an anti-piracy message and wrote them to fit the situation. The adapted subtitles were uploaded on 3 major subtitle platforms. In total, 198 files were available to download on subscene.com, tvsubs.net and tvsubtitles.net. We also created multiple accounts to upload all the files to make sure we stayed under the radar of the platforms administrators. Uploading started on November 16 2017 and all subtitles are still online today. The adapted files were written in Dutch and in French to target all illegal downloaders in Belgium.;Campaign Description;In Belgium movies and series are never dubbed but sub-titled instead. When people illegally download a film or series through torrent websites like the Pirate Bay, they need a matching.srt file for subtitles.;So on the biggest download platforms for subtitles we uploaded alternative versions. When internet pirates downloaded our files and watched their favourite shows they didn’t just read the translation. Out of the blue the subtitles confronted them with their illegal download behaviour. We even dropped some spoilers to really get their attention. Eventually we offered the poor souls a legal alternative: the best deals on series at criminally low prices.;Next to Game of Thrones we also altered subtitles from The Walking Dead, Vikings, Suits, Arrow, The Flash and The Big Bang Theory.
媒体类别 案例研究
长度
创意总监
创意总监
导演
客户总监
客户经理
广告公司制片
美术指导
文案
Digital Expert
摄影指导
剪辑师
剪辑师
Sound Designer
Creative Director Manuel Ostyn
Creative Director Pieter Staes
Art Direction Arjen Tarras
Copywriter Kasper Janssens
Account Director Tom Thijs
Account Manager Ena Stevens
Producer Ingeborg Van Hoof
Editor Andreas De Ridder
Editor Tim Ruts
Director of Photography Pieter Neirynck
Sound Design Menno Van Riet
Digital Expert Giele Cools
Entrant Company Wunderman Antwerp
Idea Creation Wunderman Antwerp
Production Wunderman Antwerp

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