Game of Torrents

By Wunderman Antwerp, Antwerp, Belgium

For MediaMarkt Brand MediaMarkt

Highly Commended in category Direct

In subcategory Consumer Marketing

Project Description
On December 12th 2017 Game of Thrones season 7 launched worldwide on DVD and Blu-ray. In anticipation to the release, MediaMarkt, the biggest electronics retailer in Belgium,
asked us to promote their best deals on TV series.
Sadly, the Game of Thrones saga happens to be the most illegally downloaded TV show ever. Season 7 was already pirated more than one billion times and broke all illegal download records. Time to consider these illegal downloaders as a new target group.
Agency Solution
In Belgium movies and series are never dubbed but sub-titled instead. When people illegally download a film or series through torrent websites like the Pirate Bay, they need a matching .srt file for subtitles. So on the biggest download platforms for subtitles we uploaded alternative versions. When internet pirates downloaded our files and watched their favourite shows they didn’t just read the translation. Out of the blue the subtitles confronted them with their illegal download behaviour. We even dropped some spoilers to really get their attention. Eventually we offered the poor souls a legal alternative: the best deals on series at criminally low prices.
Next to Game of Thrones we also altered subtitles from The Walking Dead, Vikings, Suits, Arrow, The Flash and The Big Bang Theory.
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