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The Pirate Match
Agency Mirum Agency Brazil / Curitiba + Buzz Creative Content Studio / Curitiba + Toro Audio / Curitiba
Category
Targeted Video / Online
Annual ID
OS23_DM068M
About the Work
In order to impact sports consumers when they're having fun, entertainment is a must.
The Pirate Match aimed at consumer's behavior during live football games.
People searching for pirate broadcasts of Manchester vs. Atlético on the Champions League found a match with players, uniforms, commentators, and football, all 100% fake.
Over 90 minutes of entertainment that set football fans in 29 countries abuzz with the opportunity to leave the pirate life behind, with just one click.
This idea put DIRECTV GO face to face with consumers of pirated content; and the brand, instead of confronting them, turned them into customers.
Historically, the television industry has approached the piracy issue with a monotonous and repetitive message, portraying the users as criminals.
In 2021, DIRECTV GO started offering the country's first 100% legal IPTV service. A product that was not only more accessible than those offered by their regular TV competitors, but more stable and safe than those offered by the underground, featuring live sports broadcasts as its main attraction. A service that had 21% of its target audience among consumers of pirated content.
The brand, which is still unknown in the country, wants to be considered by consumers of live football broadcasts.
Using a Search Ads strategy, we purchased words used by piracy consumers in their searches. For instance, searching "watch champions league free" triggered our ads on the top results.
These ads led to our landing page, where we broadcast 90 minutes of Mão Chester United vs. Atlético de Mandirituba, scripted to include bizarre moments, like an unethical referee and a Cristiano Ronaldo look-alike who couldn't play at all.
In order to bridge the content and our brand, DIRECTV GO was a sponsor of the fake match, offering instant access to the TNT Sports broadcast of the real game, and a 7-day free trial of the app, through two ad formats:
1. vignettes every 5 minutes with a QR Code to the real match;
2. click-to-watch pop-up banners (a classic of pirate websites), leading to the real match.
The full fake match and play-by-play review are available at piratematch.live
2023 Awards
Total Points: 3
Merit
Credits
Agency
Mirum Agency Brazil / Curitiba
Production Company
Buzz Creative Content Studio / Curitiba
Toro Audio / Curitiba
Art Director
Daniel Mota
Rafael Rudnicki
Copywriter
Allison Noronha
Patricia Machado
Creative Director
Filipe Matiazi
Designer
Aline Santos
Rafael Rudnicki
Motion Designer
Igor Feitoza
Photographer
João Heim
Vinicius Barreto
Producer
Paulo Setti
Account Executive
Andressa Sucodolski
Associate Creative Director
Victor Keiti
Account Director
Patricia Rogoski
CEO
Robson Ortiz
Content Manager
Vanessa Vieira
Creative Operations Coordinator
Amanda Oliveira
Data & Analytics
Franchesco Calzolaio
Tiago Moreira
Design Manager
Nathalia Pereira
Digital Marketing Manager
Alexander Greif
Executive Director of Marketing & Acquisitions
Alexander Rocco
Global CCO
Bas Korsten
Daniel Bonner
Head of copy
Thiago Gabardo
LATAM CCO
Daniel Minaker
Sebastian Tarazaga
Marketing & Brand Specialist
Fernanda Bonfanti
Media Analyst
Mariana Erêda
Media Director
Camila Vaz
Media Manager
Chrystina Mundt
Motion Graphics Supervisor
Bruno Reynaldo
Tech Analyst
Leandro Mohr
Tech Manager
Lizandra Silva
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