Cannes Lions

FOX CRIME: CINEMA CRIME SCENE

IRELAND DAVENPORT, Johannesburg / FOX INTERNATIONAL / 2014

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Overview

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Credits

Overview

Description

In South Africa, branded entertainment features mainly in the digital sphere. Some brands have tried to incorporate their products and services into locally produced content but this is costly and requires a long lead time.

Execution

Our media partners assisted in crafting our idea.

The target audience was mainly women, in LSM 6-10 group. We knew from AMPS (all media product survey) there is a high correlation between crime watching audience with that of a cinema audience. Women are avid crime content watchers and also frequent movie goers. Therefore cinemas became a huge engagement opportunity with our target market in a captive space.

They also identified key cinema times, days and movies where are selected audience where most likely to be active.

Deciding to develop our piece as an experiential activation was also key in that people wanted to share the experience, through viral content and by word of mouth.

Outcome

This interactive cinema-meets-ambient idea generated huge awareness for Fox Crime. It reached 100’s of new viewers. Word spread, with both viral and social media interest. The Fox Crime channel launch has earned over R 4,621,160 in PR value.

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