London International Awards
2022 Winners and Finalists
Silver
Digital
Media
| Entrant: | Mirum Agency, Curitiba |
| Brand: | DIRECTV GO |
| Title: | "The Pirate Match" |
| Corporate Name of Client: | DIRECTV GO |
| Client Account Manager: | Fernanda Bonfanti |
| Client Marketing Director: | Alexander Greif |
| Media Planners: | Camila Vaz/Chrystina Mundt/Mariana Erêda |
| Agency: | Mirum Agency, Curitiba |
| Agency Chief Executive Officer: | Robson Ortiz |
| Global Chief Creative Officers: | Bas Korsten/Daniel Bonner |
| Chief Creative Officers: | Daniel Minaker/Sebastian Tarazaga |
| Creative Director: | Filipe Matiazi |
| Associate Creative Director: | Victor Keiti |
| Senior Copywriter: | Thiago Gabardo |
| Copywriters: | Patricia Machado/Allison Noronha |
| Senior Art Director: | Rafael Rudnicki |
| Art Director: | Daniel Mota |
| Executive Agency Producer: | Paulo Setti |
| Agency Project Manager: | Amanda de Oliveira |
| Agency Strategy Director: | Daniel Kiesel |
| Agency Account Director: | Patricia Rogoski |
| Agency Account Manager: | Andressa Sucodolski |
| Agency New Business Director: | Daniela Andres |
| Production Company: | Buzz Creative Content Studio , Curitiba |
| Production Managing Director: | Duda Justus |
| Director: | Lincoln Barela |
| Executive Producer: | Jean Paul |
| Producer: | Guilherme Barchik |
| Editor: | Guilherme Bucco |
| Music Production Company: | Toro Audio , Curitiba |
| Music Executive Producers: | Daniela Zandonai/Kelson Diego |
| Music Producer: | Mariana Kauchakje |
| Music Composer: | Tiago Mendes |
| Photographers: | João Heim/Vinicius Barreto |
Description:
To do that, we purchased search terms used to find illegal websites, and "trolled" our users with a transmission that was, in a word, "special".
On March 15, 2022, Manchester United and Atlético de Madrid faced off in the round of sixteen of the Champions League. People who googled for "pirate" broadcasts of the game ended up finding a 100% "pirate" game between Mão Chester United and Atlético de Mandirituba.
Situation: Piracy is part of Brazilian culture. The country's 33 million active consumers of pirated content are proof of this. And the main reason for these numbers are the websites that broadcast football matches illegally over IPTV (Internet Protocol Television).
Brief: 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.
Objectives: The brand, which is still unknown in the country, wants to be considered by consumers of live football broadcasts.
Results: The idea that started with search ads generated 300% more clicks than all other campaigns by the brand in Champions League matches. The campaign had an amazing reach, impacting over 5 million football fans in 28 countries – with 96% of these impacts being organic.
Match day generated 43% more free trials on the platform than previous search campaigns in Champions League matches.
We also offered our audience a live broadcast lasting more than two hours, with an amazing average stay of 19 minutes.
More than a game, it was content tailored for the fans; true entertainment that engaged the audience and disrupted the market.