CREATIVE CONTENT UK

THE HEAD SCRATCHER

Reduce online piracy amongst 16-24 year olds, particularly when numbers were rising during Covid.

 

THE IDEA

We turned the appeal of downloading illegal content on its head by strategically partnering with high value influencers to celebrate the (legal) content that got us through lockdown and by doing so we empowered our audience to get their content from genuine sites. We identified the best talent to engage our audiences and created fun but powerful content that genuinely resonated with our audiences:  

1. Munya Chawawa - online viral character-based comedian 

2. Rap duo Krept & Konan

3. TikTok star Amelia Gething

THE RESULTS

• For the first time in 2 years, piracy levels decreased (eg movie piracy decreased from 43% to 34%) (Ipsos MORI)

• 74% of regular pirates undertook a Net Positive Action (changed their behaviour)

• Prompted ad recall was 18% (125% increase on industry benchmark of 8%)

• Having seen the ads, 47% say they would not consume content from illegitimate sites

• 25 industry award shortlists & 5 wins in 2021