The campaign budget was only €20,000. The client had no money for a campaign in the mass media.So, the first step was choosing movies that were blockbusters in Brazil in the year of 2011. We re-filmed short versions of the movies with no respect for quality. In the end a message alerted the customer about the low quality of a pirate movie. To watch the original movie all they had to do was take the pirate DVD to the new Video Hobby Mega store and register as a new customer.

During the month of the action 1,567 new client entries were made. The number of followers of Video Hobby’s profiles on social networks and website visitors more than doubled. With no investment in mass media the new Mega Store started its activities with more registered clients than any other Video Hobby store.