The best way to fight piracy is to show its defects. And that’s what we did. We reported in forums and social networks that we were going to broadcast high quality Spanish League matches for free. And we did. But after a few minutes we filled the screen with fake advertising banners. Our banner appeared at the end, offering a solution to this problem: it redirected viewers to our website where they could watch matches clearly and without interruptions.

• Implementation: More than 50 fake advertising banners were programmed to be broadcasted during the matchs Bein Connect fomented in forums and social networks.

• Timeline: The campaign was launched at the beginning of the Spanish Football League. Late August 2016.

• Placement: Social Networks, forums and Youtube comments.

• Scale: Spain.

• Action/business results: Website visits grew by 148%. Been received15 positive comments on the first weekend. The campaign obtained 30000 new subscribers during the three first months of campaign. Brand image grew by 36 %. Bein Connect become the online reference channel to watch football during the first launch year.

• Outcomes/awareness: The online community reported the campaign fast. During the following weeks the action went viral and our brand appeared in many of the comments. Little by little, Spanish people are realizing that it is necessary to pay for watching online quality football.