Cannes Lions

SOFTWARE PIRACY AWARENESS

41? 29! Digital Marketing Agency , Istanbul / MICROSOFT / 2010

Presentation Image

Overview

Entries

Credits

Overview

Execution

Thousands of people use keygens to find serial for pirated softwares. So, we identified keygenerators as a new creative media and created 20 fake warez sites with hundreds of fake keygens. When used, keygens went fullscreen with fake windows format screen followed by a video telling how serious software piracy issues are and created a shocking effect. We even created fake movie files and software setup files to increase the effect.

Outcome

More than 50,000 downloads of keygen.exe in less then a month with no marketing budget, just WOM and seeding. Most of our servers banned from warez sites (which shows we are doing our job) and our sites are still online generating buzz and expanding userbase.

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CHANGES

LEO BURNETT CHICAGO, Chicago

CHANGES

2015, SAMSUNG

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