‘Cheaters’ is a voyeuristic show on BIG CBS Spark. Since our target audience was English-speaking youth aged 15-24, we thought, why promote Cheaters, when we can promote voyeurism?So we made youngsters (aged 15-24) believe they had been accidentally dialled into a cross connection where the conversation was a little too juicy to hang up. Only at being caught out, did anyone hang up. Then they were sent a text message informing them the date and time of the show.With a spend of less than 10 paise per call ($0.002) per person, this was the most cost-effective direct campaign that Big CBS Spark had ever done, in which results could be measured.Youngsters tuned into BIG CBS Spark thanks to Cheaters to get their dose of voyeuristic entertainment. During the period of the activity, Big CBS Spark had a higher relative market share (53%) than VH1 (the closest competition).

Source: TAM India, week 42-45 average, 5 Metros, CS 15-24 all males and females, all day relative market share.

'Cheaters' is about double-timing partners and cheating spouses. This show has a fan following because of its voyeuristic nature. So to announce the new season show we chose voyeurism itself. We gave youngsters (aged 15-24) an experience of their own - through a phone call.

We made them believe they had been accidentally dialled into a cross connection where the conversation was a little too juicy to hang up. Only at being caught out, did anyone hang up. Then they were sent a text message informing them the date and time of 'Cheaters'.It was very cost-effective yet attention-getting solution.

With a spend of less than 10 paise per call ($0.002) per person, this was the most cost-effective direct campaign that Big CBS Spark had ever done, which results could be measured.Youngsters tuned into BIG CBS Spark thanks to Cheaters to get their dose of voyeuristic entertainment – during the period of the activity, Big CBS Spark had a higher relative market share (53%) than VH1(closest competition).

Source: TAM India, week 42-45 average, 5 Metros, CS 15-24 all males and females, all day relative market share.