How Microsoft SG educated consumers on the dangers of piracy
Microsoft Singapore partnered with Wunderman Singapore to develop and launch the Piracy Uncovered website to help educate the target audience on the actual costs of using pirated software in multiple markets including Thailand, Indonesia, Singapore, Vietnam, Philippines, Korea and Malaysia.
Due to a combination of convenience, supply and low price non-genuine software, a “culture of piracy” has evolved in APAC where over 70 per cent of all PCs run pirated operating systems and applications. A study further revealed that over 70 per cent of pirated software DVDs and half of the unlisted PCs that were sold contained malware, which allows hackers and criminal organisations to steal personal information, and cause data loss and computer crashes. With such widespread piracy, many consumers are unaware of the extremity of the risks they are taking and feel that the benefits of pirated software outweigh its costs.
Challenge:
Several years of campaigns built around a communication strategy organised in two folds – raising the awareness of genuine software benefits towards customers and partnering with countries’ authorities on campaigns raising awareness of legal penalties for illegal software resell and usage – had failed achieving end customers’ behaviour change.
The objective was to change customers’ deep rooted buying behaviours by showcasing personal impact and risks of counterfeit software or in other words the real ‘cost’ of using pirated software in a way everyone could relate to.
Execution:
Execution was planned around three key pillars:
1. Leveraging the rising concerns of consumers around Cyber Security (a recent APAC IDC and National University of Singapore Study reveals 70 per cent of APAC consumers are concerned about online threats. Study available here).
2. Using social media as the primary medium in a region where majority of connected consumers are.
3. And anchoring a story telling approach around mythology.
“As mythology and the supernatural are themes deeply rooted in Asian culture, the core concept centred on visualising the ‘evil’ you bring home when you use pirated software,” said Keith Tan, Executive Creative Director at Wunderman Singapore.
Microsoft told the stories of a student, parent and business professional who all experienced haunting episodes after purchasing pirated software. Malware were portrayed as evil spirits that ‘haunt’ those who use pirated software. This series of videos focused on risks such as hijacking of one’s web camera, bank account and theft of information.
Social media channels were also used to reach the audience and direct them to a website that entails the actual costs of using pirated software. Other campaign materials such as a booth design, brochures, a ghost costume, and other giveaways were developed for on-ground activities.
Results:
The results gathered for Indonesia and Thailand are heavily based on the audience’s response via social media channels such as Facebook, YouTube, and Twitter. The total YouTube views for both countries on April 4, 2014 was at 80,000.
The total Facebook video post stats are: 47,000 Likes, 1,000 comments, and 1,000 shares.
The team pushed out on-ground activities at prominent IT shows, and had ambassadors screening the video on laptops to people passing by. In Korea specifically, the total YouTube views exceeded 171, 892.
A total of 4634 participants were surveyed, majority of whom were aged between 21-40 years old. 73 per cent were well aware of the risks related to pirated software before watching the video. After participants watched the video, 46 per cent were scared by the risks. Once interested, the audience was directed to additional information on Microsoft’s website about the benefits of genuine software. This information armed customers with the ability to identify genuine products and tools to find a trusted provider, simultaneously changing the perception of piracy. This was leveraged, to consequently drive software sales for Microsoft.
