OVERVIEW
The International Broadcaster Coalition Against Piracy (IBCAP) is a coalition of leading international and U.S. content owners, broadcasters, and distributors. They are dedicated to preventing unauthorized streaming and distribution of television content in the United States. Representing over 170 television channels, IBCAP works to protect its members' video content from online and other forms of copyright infringement.
The Client's Journey
In 2015, DISH Network Corporation, a well-known satellite television provider in North America, approached us to lead a campaign to promote IBCAP’s vision. Their goal was to raise awareness about the illegal use of receivers, which was particularly prevalent among certain nationalities and generations.
The Approach
We designed a cultural awareness campaign aimed at showcasing the misuse of illegal receivers and its consequences. Understanding that mass awareness is often best achieved through television commercials (TVCs), we created a campaign centered around a series of TVCs, supplemented by other channels.
Given the challenging subject, each video needed to target its audience correctly and highlight the consequences of illegal streaming in an engaging way. We focused on three different target audiences to ensure the message was effectively communicated.
What We Did
Our campaign included four TVC concepts, each tailored to a specific audience:
1. Arabic Audience
The first concept targeted the Arabic-speaking audience. We incorporated their lifestyle, culture, appearance, and language, designing the TVC to be broadcast on Arabic channels.
2. South Asian (Indian) Audience
The third concept was designed for the Indian audience, featuring their cultural specifics and language to ensure relevance and impact.
3. Younger Generation
We created two additional videos aimed at younger viewers. One scenario depicted a date night ruined by illegal streaming interruptions, while the other showed a soccer game being cut off at a critical moment. These relatable situations highlighted the inconvenience and consequences of using illegal streams.
The Result
The TVCs effectively raised awareness about the issues of illegal streaming and the importance of supporting legal content distribution. The culturally tailored approach ensured that the message was well-received by each target audience, helping to promote IBCAP’s vision and discourage the use of illegal receivers.
