Young people in Peru are fans of American TV series and do not want to wait until premiere episodes are broadcast on local TV, which normally takes a couple of weeks. They therefore download these episodes and their Spanish subtitles, so they can understand the dialogues, from pirate websites.

We created our own subtitle files and seeded them on popular pirate download sites. We flooded the subtitles with translation mistakes so that they altered the sense of the series dialogue and made our message evident: Do not depend on subtitles. Switch to Británico. www.britanico.edu.pe

We seeded our SRTs on websites such as The Pirate Bay and Subdivx.com, two of the most popular sites for series downloads.

A zero-cost idea: it’s as cheap as creating a word document. ROI guaranteed.

Unique visitors in Britanico’s website increased by 23% and student enrollment by 12% in the month following the launch of the campaign.

Buzz generated in social media (twitter, facebook) as well as forums, where the brand was highly appreciated for understanding the real use young people give to English in their day-to-day life.

We used TV shows at their peak in popularity to find an audience willing to read our message.

And a complete new media: pirate TV series.