Fox Crime channel had launched a ‘Photographs Case’ campaign for the launch of the channel. The campaign is a digitally led campaign, with a game where users have to solve a case based on photographs. The campaign was launched on 24th August 2011 and concludes on September 23, 2011.
Talking to exchange4media about the concept behind the campaign, Saurabh Yagnik, General Manager and Senior VP, English Channels, Star India Pvt. Ltd. said, “Fox Crime as a channel is dedicated to crime. Crime is the most popular genre that people watch. The reason behind that is that it instigates the investigative skills. So we wanted a different kind of campaign for this.”
The campaign, crafted and executed by Ogilvy and Mather, used a series of clues released across TV, Print, Radio and digital. The campaign was central around the digital space. Yagnik added, “ As our viewers are invested in digital, as the core TG are the 15 years and above living in metros, we decided to invest in digital and leverage it for our purpose.”
The website attracted 1.81 lakh visitors and about 36,000 people played the game. Number of fans on the Facebook page increased from 21.5k to 65k in the period of the campaign.
Yagnik believes, “The campaign did well to establish the channel. It gave an opportunity to awaken the investigative desire amongst viewers. The interactive and intriguing factor of the campaign made it interesting for viewers.”