As a primetime Channel 5 programme CSI delivers a loyal weekly audience of 2m viewers. With such a dedicated following the primary sales target was planned and met through promotional airtime secured during the broadcast credits.The aim of our online communication was quite simply to deliver incremental sales of Series One, Part One and build a pre-disposed database for marketing the future release of Part Two.

The Barbee Doll Killer was conceived entirely by the team at Manning Gottlieb OMD and implemented in partnership with Brainstation, a UK online production company.

The campaign's success was due to the insight that deep down everybody wants to be a detective*.This TV genre's popularity has grown so widespread that primetime cop-shows are now broadcast every night on mainstream channels. So to launch the DVD release of CSI and fulfil the viewer's desire to play detective we created the UK's first online crime-scene and invited the audience to solve a murder. As Gil Grissom, CSI's lead character is fond of saying, 'the evidence never lies'. And the evidence is overwhelming: a 9:1 return on investment, 67% click-through and a 3.3% purchase rate.* CSI chat room and message board research