Market Research- Competitior Analysis

ANTI-PIRACY AWARENESS:

- This campaign used a take on an action movie, specific to the Terminator as Arnold says 'Lets Terminate'.

- Also the actors are asking the audience for help which involves the audience and makes them think about piracy, which is effective.

- Also uses celebrity endorsement.

- However, in my opinion, i feel that the campaign looks cheap and the actors are discussing 'real life' but the look of the campaign clearly doesnt match this.



PIRACY. IT'S A CRIME:

- The 'X' is effective as it represents something that is wrong and the 'X' is red hot which shows that piracy is clearly illegal and it also represents that people should stay away from piracy due to fact in the campaign it says "The pirates are out to get you, dont let them brand you with their mark" this makes the audience aware.

- The Demon, colour and the lighting all make it look like a take on a horror film which could scare the audience and result in stopping piracy, which i believe is effective.

- However, the explosives are very effective as it shows how piracy can "Destroy our film and video industry" but when they say "piracy funds terrorism", this isnt as believable in the campaign because even though terrorism is a major crisis in our world today I dont think it's correct that people downloading pirated copies of music, films, etc. is actually funding for terrorism, so therefore i feel that is where this campaign loses its potential in a way.

KNOCK OFF NIGEL:

 - This particular campaign is effective as it shows what would happen in a real life situation, as you can see, a man is having a normal day at work, until his colleuges find out he is downloading pirated films onto his laptop and they take his laptop away from him. This is good because it is showing the audience how someones life can turn upside down just for downloading pirated films.

- Also shows how your reputation can decrease just by doing this, as his colleuges say "Knock-off Nigel downloads knock-off films".

- However,  a nagative point for this camnpaign is that if you are trying to show what could happen in the real world then this is way to cheesy for people to actually think seriously about piracy, as they used a song and made it look like a typical take of a musical. If i were to do this i would make it more serious, potentially having two police officers arrest nigel rather than a colleuge taking his laptop. 

YOU MAKE THE MOVIES:

- I believe this campaign is very effective as it is sly with the moral, as i believe the designer is trying to tell the audience that if you get caught doing illegal piracy you'll be arrested, as it shows the three men on the boat being taken by a shark. We assume it is a shark as the fishing rod catches a big bite and the music playing is the jaws theme tune. 

-  Also, it gives their thanks to the public that are buying cinema tickets rather than downloading pirated films: 'Your cinema ticket helps support the film industry in the UK". 

- However, i feel that to improve this campaign they should of thought it through a bit more and not make the moral of the campaign so secretive and clearly tell the audience whilst the boat is getting pulled away that piracy is a crime.

MOMENTS WORTH PAYING FOR:

-  I feel that this campaign works because it says that its better to wait for the legal movies/copies to come out instead of downloading the pirated copies- because its not illegal if you wait for the correct copies & is much better quality. It also requires viewers to respect the advert of the amount of time and effort people put in to create the real copy- which makes the audience realise that they may aswell wait for the real copy to come out because pirated copies are not as good and not always correct.

- However, this campaign isnt as effective as the rest of them due to the fact it doesnt have a video to it, and not many people are going to see this campaign in the world.