A Campaign For The Sofa Detectives

The NBC Universal channel 13th Street came to us asking us to help them drive awareness in two of their European markets. Research showed that viewers of this crime channel saw themselves as home detectives, a more educated viewer. They were less spectators of the shows and more willing participators in solving the crimes. So we went about selling the channel as the only crime channel in Europe which genuine crime enthusiasts needed.

We wanted to attract those viewers who enjoyed being detectives and set 13 clues across 13 days each giving a part of a puzzle to the final answer. This was an integrated campaign which a different channel used every day including, print, radio, experiential, TV, Facebook, digital buys, social media, google search and idents.

The campaign hit campaign targets in 2 days, was the best ever competition the channel had held and was an industry award winner.