CROSS CONNECTION by McCann Erickson Mumbai for Big CBS Spark

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Industry Publishing, streaming & media
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Basabjit Majumdar, Akshay Kapnadak, Rahul Mathew
Creative Director O.r. Radhakrishnan
Art Director Noothan Pr
Copywriter Ripanka Kalita
Producer Kashif Memon
Released February 2012

Credits & Description

Category: Publications & Media
Advertiser: BIG CBS SPARK
Product/Service: CHEATERS
Creative Chief Officer: Prasoon Joshi (McCann Worldgroup India)
President: Govind Pandey (McCann Worldgroup India)
Executive Creative Director: Akshay Kapnadak (McCann Worldgroup India)
Executive Creative Director: Rahul Mathew (McCann Worldgroup India)
Copywriter: Ripanka Kalita (McCann Worldgroup India)
Art Director: Noothan Pr (McCann Worldgroup India)
Client Servicing: Beenu Kurup (McCann Worldgroup India)
Creative Director: O. R. Radhakrishnan (McCann Worldgroup India)
Producer: Kashif Memon (Mothership Productions)
Media placement: Mobile Phone - 3 Spots - Mobile Phone - 13 February 2012

Describe the objective of the promotion.
The larger objective for Big CBS Spark was to position itself as India’s international youth entertainment channel and increase its share of voice in an extremely competitive market which already has 5 channels targeting the youth.

Our primary objective was to create awareness and drive eye-balls for the second season of the hugely popular voyeuristic show 'Cheaters' amongst English-speaking youth aged 15-24 in a cost effective manner while showcasing the essence of the show. This in turn would help drive the larger objective for the channel per se.

Describe how the promotion developed from concept to implementation.
The concept was to create content that would give youngsters a slice of voyeurism. For this, we created 3 racy conversations. They revolved around cheating couples, caught-in the-act employees.

We then tied up with a mobile operator and let youngsters believe they had been accidentally dialed into a cross-connection. Because it was new medium it caught youngsters unaware, and they intently followed the conversation as it was racy but the tone and manner was real. And convinced them that they were genuinely eavesdropping.

Later they were sent a text message informing them the date and time of 'Cheaters'.

Explain why the method of promotion was most relevant to the product or service.
Cheaters, the show on BIG CBS Spark is all about infidelity, cheating lovers and two-timing spouses. All caught on tape. For a show that is all about voyeurism, we chose voyeurism itself as an idea platform to announce the new season in a refreshingly new and fun-filled way.

This not only gave our target audience a generous double scoop of voyeurism but also gave the true essence of the show that was to follow. Moreover, Spark is a general entertainment channel targeting English-speaking youth and has a tone that borders on irreverence.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With a spend of less than 10 paise per call ($0.002) per person, this was the most cost-effective direct campaign that Big CBS Spark had ever done, which results could be measured.

Youngsters tuned into BIG CBS Spark thanks to Cheaters to get their dose of voyeuristic entertainment – during the period of the activity, Big CBS Spark had a higher relative market share (53%) than VH1(closest competition).

Source: TAM India, week 42-45 average, 5 Metros, CS 15-24 all males and females, all day relative market share.