The 'Barely Legal Media Space' Ads Tricked Piraters with Fake Text

By: Alexander Lam - Published: • References: creativecriminals
In order to promote the Británico English Institute, ad agency Young & Rubicam created the 'Barely Legal Media Space' campaign. The agency created ridiculously fake subtitle files and uploaded them for television piraters to download. After showing a few lines of obviously fake translations, the subtitles direct viewers to Británico's website and learn English.

The clever campaign was conceived because of the widespread television pirating in Peru. Since most of the shows are in English, piraters have to download subtitle files online to accompany the episode. Young & Rubicam noticed this and leveraged it as a free advertising channel. Fake Spanish subtitles were seeded to many of the most popular subtitle sites waiting for unsuspecting pirates to stumble upon them.

Though many of the campaign victims may have been angered, the campaign was effective in gaining the attention of Peruvians in a cheap manner. Stats for Subtitle-Switching Campaigns Trending: Older & Average
Traction: 352 clicks in 75 w
Interest: > 3 minutes
Concept: Barely Legal Media Space
Related: 99 examples / 76 photos
Segment: Neutral, 18-55
Comparison Set: 36 similar articles, including: wringed-animal campaigns, airhead lip-locking ads, and superstar syndrome campaigns.