Advertiser: 11:11 FILMS
Agency: UM COLOMBIA
Category: Best Low Budget Campaign
Advertising campaign: THE BOOTLEG VERSION
Managing Partner: Diego Pardo (Area 52)
Comms Strategist: Alejandra Clavijo (UM Colombia)
Creative Director: Francisco Galan (UM Colombia)
Managing Partner: Juan C. Valencia (Area 52)
Account Director: Carolina Gonzalez (UM Colombia)
Comms Strategy Director: Mario Mejia (UM Colombia)
Execution
Even though Colombians are aware that piracy is illegal, buying movies on the black market is a normal part of everyday life. However, according to PRACI, the Colombian film industry loses nearly 54 million dollars each year as a result of piracy causing a significant blow to the Colombian film industry. Something needed to change!We weren’t fighting other movies for share of attention, which is how this normally works. Instead, we had to take our fight to the streets and bank on the fact that our Cartel tough guys were “bad” enough to out-maneuver even the “baddest” of pirates.
Outcome
Despite limited launch budget, the movie was a box office success!•No. 1 opening weekend, beating Hollywood films Resident Evil and TED, released at the same time. •447,000 movie-goers – +219% over average attendance for Colombian movies.•Within two weeks YouTube received 245,000 views, 645 likes, and excited comments from Venezuela, Mexico and the Dominican Republic.•Mainstream media generated press worth COP $ 247.530.000 (approximately US$ 137,000).•Enormous ROI against COP $9,000 (approx. $5,000 US) investment level •Anti-piracy efforts made a difference! Next Colombian film premiered in December enjoying higher than average attendance
Implementation
A week before the premier, we had actors posing as pirates selling fake DVDs on street corners. After 1,500 copies of “the movie” were sold we exposed our operation to local police (with their cooperation), had the “pirates” arrested and added intrigue and scandal into the mix.People had their DVD experience hi-jacked by the movie’s Cartel characters. Instead of the movie they saw the characters in a theater confronting a pirate recording the movie! Outraged, they insist that piracy won’t be tolerated. Repentant, people are invited to view behind-the-scenes footage of the movie, and support the Colombian movie industry.
Client Brief Or Objective
In Colombia, home-grown movies are largely ignored, and movie tickets are pricey, so movie goers favor bootlegs. So! how do we create a successful launch of “El Cartel De Los Sapos,” a local film on a very limited budget (COP $9,000 or approx. $5,000 US)?Our strategy:oKeep our friends close and our enemies closer still!Our approach:oEmbrace the street as a “legitimate” marketing tooloHi-jack movie-viewers with an unexpected experience to jolt them out of complacency and into movie theatersoSend a message about the evils of piracy