MAM

Ogilvy creates a detective campaign for Fox Crime

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MUMBAI: Ogilvy Mumbai has created a unique launch ampaign for the Fox Crime channel.

The campaign aims to popularise this thought: Fox Crime = Crime.

The agency met different crime fiction enthusiasts to understand the broad triggers and key drivers that make them gravitate towards crime fiction. The learning was universal: Crime fiction is mentally stimulating ? It invokes the problem solver / thinker in all of us. Crime Fiction = Mind Games.

This led to the insight that there is a detective in all of us. One always tends to guess the probable criminal watching a crime programme. It is to do with the inherent need to solve problems and put the pieces together. Therefore, the campaign idea was to bring out the detective in us.

Consequently the agency concluded the creative thought: Fox Crime. Whodunnit?

To implement this idea three jumbled films will be aired on national television. Each of these films will tell a different story to the viewer almost misleading him to believe that there are multiple victims, multiple murderers, and multiple motives -- leaving them with a mystery to solve.

Then the viewers can go online to www.foxcrimeindia.com where they can solve / decode the actual crime case. They will have to solve several clues along the way, which will help them deduce the actual case and put the right pieces together. Once they have cracked all the clues is when they will actually solve this mystery case.

These 30-sec teasers will be aired for approx. 2 weeks following which the final reveal film ? ?Solved Case? will be premiered on national television and in the online space.

Five people who manage to solve the case will get a chance to visit the National Museum of Crime & Punishment in Washington D.C.

The campaign, besides TV and digital, will also be promoted through OOH, cinema and radio to create the sufficient buzz. Each of these mediums will direct traffic to the website www.foxcrimeindia.com where the audience will be able to solve this case using various digital touch points.

"The brief was really to be synonymous with crime content in India. The idea originated from the fact that of the different movie genres that exist the one that enamors people the most is detective stories. There is a sense of vicarious pleasure that viewers experience when they put themselves in the shoes of the detective and try and solve the mystery. The mental stimulation, the ?mind games? gives viewers a

sense of fulfillment when they are able to solve the crime (sometimes even before the detective does )," O&M managing partner Navin Talreja said.

He also stated that this campaign encourages people to become detectives as they try to solve the crime that has been presented to them.

"Our idea challenges the consumers to go beyond watching. It makes them participate. Challenge the detective in you to solve the clues that not just solve the crime but also reveal the film in the correct order," senior creative director Sukesh Kumar Nayak added.

Star India VP Jyotsna Viriyala affirmed, "The channel will source content from all over the world. So if you?re a crime junkie and love to fuel the detective in you, then this is the place to be! This campaign is essentially an awareness campaign and will be as involving as the genre itself."

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