Cannes Lions

CRIME & INVESTIGATION NETWORK

OGILVY SOUTH AFRICA, Johannesburg / DSTV / 2008

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Overview

Entries

Credits

Overview

Execution

Instead of using the traditional one page approach, our solution was to create a two-page interactive print advertisement. The first page describes the life of a normal man, while the second page details the disturbing revelations of a psychopathic killer. When the reader joins the two pages together as instructed, both sets of copy align to form a new, complete story - one that incorporates both fascinating aspects of the double life of a serial killer.

Outcome

Research showed that 92% of people remembered the Crime & Investigation Network after seeing the campaign. Readers loved the interactive nature of the ads and an increased level of brand recognition and awareness was recorded. The campaign created talkability for the brand among the target audience.

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