FOX Crime, a crime entertainment channel bringing in global crime content, has embarked on its first ever mass media campaign in India this August. The campaign is derived from the insight that human beings tend to have the basic instinct to understand, analyse and solve the mystery behind the unknown before it is solved. Therefore, crime content is extremely engaging for viewers as it allows them to become a part of the crime investigation.
This creative campaign has been crafted and executed by O&M. The media mandate is being handled by an in-house planning team along with Mindshare.
Taking from this, FOX Crime’s campaign titled “The photographs case” comprises of three 30 second films operating as 3 different scenarios to a major crime mystery. These films have 3 lead characters playing the victim, the murderer, and the accomplice. Each of these 3 characters is suspected of one of these roles in every film, therefore confusing the end viewer as to who is the real victim, the real murderer and the real accomplice.
Saurabh Yagnik, General Manager & VP English Channels, STAR India Pvt, said,” Fox Crime is the only dedicated channel to a highly consumed genre – Crime and Investigation. And the channel is competing with the current and growing crop of English channels. So it was necessary for us to give it the right amount of buzz and awareness so that more and viewers start sampling. Our primary objective of this campaign is to establish a strong foothold where Crime = FOX CRIME. All the English GEC’s are immediate competition. Whoever is a potential viewer of the English Entertainment Genre is our TG.”
The films are released across leading television networks in the country for a time period of 17 days and are inviting the viewers to try and solve the crime mystery by identifying the characters. The viewers are also be given clues through outdoor, radio, digital and print to solve the crime mystery.
Post this, Fox Crime will release the final 60 second film, revealing the actual crime mystery showcased in the 3 films, and thereby officially launch the FOX Crime channel campaign. This campaign is for the Indian audience, but since this is an Asia feed this campaign will be seen by people not only in India but also people from South East Asia, Taiwan, the Philippines, and so on.
The creative campaign is aimed at captivating and engaging the channel’s core TG of SEC A, 15- 35 years old, both male and female across key metros. The entire campaign has been shot in Prague. One of the lead characters is Miss Slovakia-Internet and amongst the top 10 finalists of the Miss Slovakia pageant in 2010.
For the campaign, they are using Television and Digital as their primary mediums. They are using Radio and Outdoor as primary reminder mediums. This is not just an awareness campaign but goes one step further and ‘involves’ the audience, just like the genre does. And for that, they are relying heavily on Digital.