Spain is the country that leads the illegal music download ranking by far, with more songs than UK, Italy, France and even the US.

As the country’s leading music channel, Kiss TV decided to launch a campaign to create awareness about this problem and clearly position itself against piracy.

We used our own music program to surprise viewers when they least expected it.

We created a series of music videos with their music completely removed and broadcasted them right in the middle of other music videos, surprising viewers and demonstrating just how significant music is.

Using its programming in an innovative way, Kiss TV was able to empower its message and create conversation around music piracy.

Using the channel as a medium, we reached almost 10 million people between age 16 and 30. More than half of the illegal downloaders in Spain.

Every time the videos run, Kiss TV’s twitter account received 300% more tweets.

And thousands of conversations about music piracy got started.