Sky Television "Inside The Criminal Mind" Media Solution

Name	Position	Company
Fay Laurenson	Business Director	OMD New Zealand
Ashleigh Dallimore	Senior Planner	OMD New Zealand
Rose Thompson	Group Account Director	DDB New Zealand
Danielle Richards	Account Director	DDB New Zealand
Toby Talbot	Executive Creative Director	DDB New Zealand
Joe Hawkins	Copywriter	DDB New Zealand
Brett Colliver	Art Director	DDB New Zealand
Mike Davison	Head Of Art	DDB New Zealand
Michael Watson	Director Of Marketing	SKY Television

The Crime and Investigation Network is about real life crime... gritty facts, not glamourised Hollywood fiction. Our challenge in launching the network was to set it apart from sensationalist crime dramas saturating the television landscape. Key consumer insight: People have an "It won't happen to me" attitude regarding crime. Strategy: Make them think again; shake their confidence. We challenged consumer apathy by imitating the behaviour of the criminal mind in media. This was conveyed across a wide variety of touchpoints, effectively stalking the audience. By infiltrating all aspects of the audience's safe, everyday lives with our disconcerting messages, we stimulated curiosity and encouraged them to subscribe to the Crime and Investigation Network.

Creative executions revealed chilling facts about criminal behaviour. Re-enactment of these behaviours in media forced the sinister reality of crime into our audience's daily routines. Stalking Commuters (likely to be alone): Drivetime Radio - exposing a serial killer's voice and character. Large format billboards - pinpointing potential crime scenes, e.g. poorly lit public carparks. Watching Them At Work: Online banners continued the targeting trail. By frequently refreshing banner content to match the viewer's current webpage, we created a sense of constantly being watched. Disturbing their Relaxation Time: Magazines - trespassing on the glossy, glamorous environment. Cinema - Solus placement before film, in full darkness, to cause discomfort amongst the audience. TV - a focus on late night programming maximized the unnerving effect. Invading Their Privacy (to make them feel targeted): Text messaging. Direct Mail - delivery of handmade, personally addressed ransom notes.

Females 30-49yrs are naturally inquisitive and intuitive. They are interested in the human psyche and why people do the things they do. Our media solution exploited female intuition, encouraging their imagination to paint a vivid picture and realize that life may not be as safe as it seems. Real crime is all the more shocking because it occurs to normal people in very normal situations. By carefully planting our messages into their everyday landscapes, we created an omnipresent and decidedly unsettling reminder that real crime can occur anywhere. Anytime. To anyone.

This campaign drove the most successful channel launch ever for SKY Television. After just one month, 729,000 had tuned into the network, exceeding expectation by 46%. (Note: NZ 14+ population is only 3.3million) Six months on and unsupported since launch, audience levels have increased a further 10%.