MAM

Ogilvy creates a detective campaign for Fox Crime

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."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/21/Hoichoi.jpg?itok=aecnxnUe
#hoyejak: We used all SVF properties to promote Hoichoi, says Vishnu Mohta

Imagine, what will pop up in your mind when you hear ‘Let’s do it’ or ‘Ho jaye’, something naughty or kinky? But, these are words regularly used by Bongs in their day-to-day lives.  Hoichoi however made it into a happening and impactful campaign. The recently-launched OTT platform Hoichoi buzzed...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/19/sameer.jpg?itok=g3rkv6bm
Barbeque Nation campaign promotes family dining during Diwali

NEW DELHI: Casual dining restaurant chains Barbeque Nation has launched a promotional campaign Tyohar Ek Roop Anek urging people to indulge in family dining at the restaurant this Diwali. The campaign was conceptualised considering the excitement and bustle during Diwali and the need to unwind and...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/martin.jpg?itok=hVtBf-Iz
Martin Sorrell bullish on India

WPP chief executive officer Martin Sorrell is bullish about India’s economy. He believes the GST switchover pangs and demonetisation were only temporary hiccups.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/cartlane.jpg?itok=O-jhfRel
Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady

During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/jitendra_0.jpg?itok=H6TjyqAz
Max's fresh take on contemporary urban lifestyle

Max Fashion recently launched its latest TV commercial. The film has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Shatrughan_Sinha.jpg?itok=4cPoJebV
Shatrughan stimulates all against counterfeiting and piracy in FICCI ad

MUMBAI: Amidst of festival season this year, the veteran actor and MP, Lok Sabha, Shatrughan Sinha has joined hands with FICCI CASCADE (Committee Against Smuggling and Counterfeiting Activities Destroying the Economy) for an awareness campaign against illicit trade. Sinha has released a video...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/HyperCITY_0.jpg?itok=1jXuVdjr
HyperCITY rolls out maiden campaign #HarDilRoshanKaro!

MUMBAI: HyperCITY Retail (India), a hypermarket chain, has launched its new digital campaign, #HarDilRoshanKaro. The DVC captures the ever-evolving positioning of HyperCITY of providing a perfect opportunity to their patrons to be a ‘Super Hostess’, this Diwali.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Suraj_Nagappa-Shamsuddin_Jasani_0.jpg?itok=G1NezEEv
Isobar ropes in Nagappa as VP - south, strengthens Bangalore team

MUMBAI: Isobar India has appointed Suraj Nagappa as its vice president to head the business for south. He will be based out of the Bangalore office which boasts of a team size of over 70 and with clients like SunTv, Myntra, Wrangler, Duroflex, Air Asia to name a few.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Maneka_Sanjay_Gandhi.jpg?itok=Wr8lANRH
Govt launches ad to help end same-gender bias in women

NEW DELHI: An online campaign has been launched by Government to help end gender bias in women against women.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories