Sugar and Fatso's sweet copyright campaign

  • Advertising
  • November 18, 2011
  • Cath Winks
Sugar and Fatso's sweet copyright campaign

Ad agency Sugar and online DVD rental company Fatso are capitalising on paranoia about new video piracy rules with a clever new campaign. As record companies sent out warnings for people found making illegal downloads, they sent out phony warning letters with the fictitious logo of the New Zealand Copyright Authority and the message "notice of breach".

"You've been identified as someone who loves free movies. We get it. We love free movies too."

Further down the notice relieved recipients found it was just a joke promotion offering a free month's subscription to Fatso.

Sugar creative director Tim Huse and deputy creative director Hayley Marks came up with the idea, and saw it as a great way to turn a negative into a positive.

"It was newsworthy, topical and a way to have some fun, and also celebrate the fact that Fatso offers a month of free movies", says Sugar's chief executive Jeremy Johnston.

Account director Nicole Quin was responsible for pulling the campaign together that targeted central Aucklanders who fit Fatso's customer profile.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Duke marks one year with live branded sport event

  • Media
  • March 23, 2017
  • StopPress Team
Duke marks one year with live branded sport event

When TVNZ launched Duke last year, it was championed as a way of reaching hard to get audiences and acting as an experiment lab for new forms of content. And its first birthday celebration is set to champion those strengths with a live primetime TV sports event that will see two friends battle it out for Fresh-Up.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit