Telling piracy users that they are committing a crime is the same as telling smokers that smoking kills.
They already know it, and they have stopped paying attention.
In order to impact sports fans when they're having fun, entertainment is crucial. With that in mind, and knowing that every week football fans flock to Google to search for illegal football broadcasts, we saw the opportunity to use that habit to activate our brand, and turn these "pirates" into DIRECTVGO subscribers?
Using a Search Ads strategy, we purchased keywords commonly used by consumers searching for pirated content. For instance, users who searched for "champions league for free" would find our ads displayed at the top of the search results.
These ads led users to our landing page, where we broadcasted 90 minutes of Mão Chester vs. Atlético de Mandirituba, carefully scripted to provide a fun and entertaining experience.
