Cannes Lions
OMD NEW ZEALAND, Auckland / SKY TV / 2008
Awards:
Overview
Entries
Credits
Execution
Creative executions revealed chilling facts about criminal behaviour. Re-enactment of these behaviours in media forced the sinister reality of crime into our audience’s daily routines. Stalking Commuters (likely to be alone): Drivetime Radio - exposing a serial killer’s voice and character.Large format billboards - pinpointing potential crime scenes, e.g. poorly lit public carparks.
Watching Them At Work: Online banners continued the targeting trail. By frequently refreshing banner content to match the viewer’s current webpage, we created a sense of constantly being watched. Disturbing their Relaxation Time: Magazines - trespassing on the glossy, glamorous environment. Cinema - Solus placement before film, in full darkness, to cause discomfort amongst the audience.
TV - a focus on late night programming maximized the unnerving effect.
Invading Their Privacy (to make them feel targeted):Text messaging.Direct Mail - delivery of handmade, personally addressed ransom notes.
Outcome
This campaign drove the most successful channel launch ever for SKY Television. After just one month, 729,000 had tuned into the network, exceeding expectation by 46%. (Note: NZ 14+ population is only 3.3million)Six months on and unsupported since launch, audience levels have increased a further 10%.
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