Print ad: VIDEO HOBBY: AN UNORIGINAL ACTIONS

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Challenge: Movie piracy attacked video stores all over the world. In Brazil 9,000 stores closed their doors. With this in mind Video Hobby, a Brazilian video store, asked the agency for an action to attract new customers to its new Mega Store.
So we thought:

What if we created something that used piracy itself to conquer new customers?

Idea: The first step was choosing movies that were blockbusters in Brazil in the year of 2011. Assuming that a pirate movie doesn’t have the same quality as an original movie we re-filmed short versions of the movies with no respect to quality. None at all. It’s not hard to imagine the public’s reaction when they watched our movies. In the end a message alerted the customer about the low quality of a pirate movie. To watch the original movie all they had to do was take the pirate DVD to the new Video Hobby Mega store and register as a new customer.

Strategy: With the re-filmed movies ready we launched a pirate website for free movie downloads called “querofilmesgratis.com” and shared on social networks. People could download movies from their PCs, iPads or mobile phones.
On streets near the new Mega Store promoters (actors) were hired to help spread the website distributing DVDs as a website’s courtesy.
We distributed folders containing QR-CODES through which the movies could be downloaded.
We also sent a “pirate-kit” to homes near the Mega Store. The kit contained the movies and some souvenirs.

Results: During the month of the action 1,567 new client entries were made.
The number of followers of Video Hobby’s profiles on social networks and website visitors more than doubled. With no investment in mass media the new Mega Store started its activities with more registered clients than any other Video Hobby store. The total cost of the action was 16 thousand Euros.