Cannes Lions

RECRUITING VOYEURS

McCANN WORLDGROUP INDIA, Mumbai / CBS / 2013

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Overview

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Credits

Overview

Execution

Big CBS Spark is a GEC (General Entertainment Channel) targeting English-speaking youth in a tone that borders on irreverence. And the show Cheaters, is all about infidelity, cheating lovers and two-timing spouses. All caught on tape. For a show that is all about voyeurism, we chose voyeurism itself as an idea platform to announce the new season in a refreshingly new and fun-filled way. This not only gave our target audience a generous double scoop of voyeurism but also gave the true essence of the TV show that was to follow.

Outcome

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.

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