Pro-copyright campaign receives IP Champion Award
July 14, 2017
By Colin Mann
Pro-copyright education body the Industry Trust For IP Awareness has received the IP Champion Award at the Alliance For Intellectual Property’s Summer Reception. Liz Bales, Chief Executive, Industry Trust for IP Awareness, accepted the award in recognition of the ‘Moments Worth Paying For’ campaign, which aims to inspire consumers to value and respect the content they love, and nudge behaviours to encourage legal routes to access content. The Alliance’s IP Champion Award aims to recognise an excellent initiative or service which helps or promotes intellectual property.
“We are very pleased to have received the IP Champion Award for Moments Worth Paying For,” commented Bales. “We’re incredibly proud of the campaign and to see its success acknowledged by the IP industry is hugely rewarding.”
“Over the past six years, the target audience has had over two billion opportunities to see Moments Worth Paying For messaging, with an estimated media value of £49.3 million [€56m]. The impact and sustainability of the campaign is thanks to the collaboration of our brilliant partners, this includes UKCA and its exhibition members, Digital Cinema Media and Pearl & Dean as well as Clear Channel and Primesight for kindly gifting us inventory. Also the members of the Industry Trust, who tirelessly source new and exclusive content to help drive anti-piracy messaging across audiences.”
“The longevity of the campaign has enabled us to build consistency and credibility with audiences, ICM research shows the campaign has proven influence in driving greater consumption of legal content from those exposed to the campaign versus those not exposed to the campaign. In addition, the variety of executions pulls at different levers, yet consistently educates audiences on copyright and encourages them to respect the creativity of our industry.
“The challenge of piracy continues to evolve as new technologies enable consumers to circumvent the pay walls of legal services on which our sector depends. Making the delivery of effective, sustainable campaigns more vital than ever. Our thanks to the Alliance for its essential work in championing the cause for IP,” she concluded.
The Industry Trust has produced 33 innovative content-led education trailers for films ranging from Anchorman 2, Shaun the Sheep, to Magic Mike XXL, David Brent – Life on the Road, Eddie The Eagle, Star Wars: The Force Awakens as well as independent British titles such as Spooks: The Greater Good. The campaign encourages audiences to see films at the cinema, legally at home, or on the move.
Campaign evaluation is constant throughout and is key to ensuring we deliver the right message to the right audience, as well as value and media effectiveness for our membership. Campaign performance has improved year on year; in 2016 for every £1 spent, the campaign delivered an ROI of £55 and reached an audience of 3,000 – ending the year with just under £10 million in media value.