We created two high quality films, imaging what episodes of Heroes and CSI – series that have already inspired poor quality French remakes – might look like if they had been made for French TV.

Our message was “The worst of TV is here… the best is embedded in the Sony Ericsson W995”.Then we created a two-pronged approach designed to firstly distribute the content widely and secondly to drive consumers to our website.We targeted sites where our audience illegally watched US series such as Dexter, Heroes and Lost, using a search to inform them that what they were trying to do was illegal and redirecting them to our site.

We reached out to the top legal online video sites, placing our content there while digital PR provided placement blogger destinations.

Our website was visited nearly 130,000 times, the films were watched 370,934 times at Dailymotion – one of our key online video partners – alone and bloggers provided 71,566 more views.We delivered 147 million page impressions in total.

Sales were 40% ahead of target.