CASE STUDY: Anti piracy campaign on Nuts engages with audience

Provided by Time Inc. UK
The Industry Trust creates a fake news story, 'Knock off Nigel', to target Nuts print & online audience of 16-34 year old males.
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What was the Challenge / Background of the Campaign?

The main aim of this Industry Trust campaign was to shift the attitude around the social acceptability of downloading films illegally. The Industry Trust wanted to make the campaign interactive to encourage engagement with the message. Key to this was to use compelling content that is not too serious, but raised awareness of the social stigma associated with this activity. The Inspire Men & Music portfolio would give The Industry Trust access to over 4 million of their target demographic per month in a trusted and entertaining environment.

What was the Campaign Objective?

To change attitudes and behaviour on downloading knock-off-films, among young men.

What was the Solution?

A customisable viral video was featured on Inspire Men & Music brands that allowed users to enter their friend's details, including picture, to create a fake news story that make it appear their friend was a 'Knock Off Nigel'. The video displayed the victim's name and picture, as well as the news reporter saying the victim's name to make it as personal as possible. We allowed users to easily send this onto their mates and directed them to a dedicated page on

What were the Results?

The campaign created standout 7 in 10 agreed that the ads really stood out and caught their attention. This was a result of the campaign generating interest through entertaining and making them laugh.

What were the Key Learnings of this Campaign?

The activity generated a change in attitude and behaviour with those exposed to the ads are more likely to view downloading knock-off films as illegal. After seeing the ads they are also more likely to be uncomfortable about downloading knock-off films, 4 in 10 agreed that the ads made them think twice about downloading knock-off films.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPrimary audience of 16-34 year old males
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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