It was teamwork by OgilvyOne & Ogilvy Advertising and the faith in digital on the part of clients like Fox Crime and Vodafone that pulled it off
BestMediaInfo Bureau | Delhi | October 21, 2011
The Fox Crime campaign was launched nationwide with three 30-second films. Each film told a different story and deliberately obscured the motive and identity of the murderer. Outdoor, print and online display ads drove eager detectives to www.foxcrimeindia.com.
The results till date are proof of the campaign having served its purpose. The campaign microsite has received 180,278 plus unique visitors, with 39,857 plus registered detectives, and over 2,477 detectives already solving the case. The Facebook fan page has grown by more than 400 per cent from 19,000 to 76,429 fans. The organic buzz created on social media was significant: the Twitterati helped spread the word about the campaign and the Facebook page saw on an average of 23,700 comments/clue queries on its wall on a daily.
Prasanna Kulkarni, Senior Creative Director, OgilvyOne, commented, “The real detective work took place on the microsite. Clues hidden in the films, the Facebook brand page and microsites linked to a particular crime scene had to be deciphered. After players solved the final puzzle, they were rewarded with a 60-second film revealing the actual crime. At the end of the two-week campaign the first five people to crack the case first will go an all-expenses paid trip to the Museum of Crime & Punishment, in Washington DC.”
Talking about the teamwork, Navin Talreja, Managing Partner, Ogilvy Advertising, Mumbai, commented, “We have always been a great integrated agency and have believed in developing ideas in a media neutral way. These wins are a huge testimony to this fact. In great part this has also been possible because these ideas were lucky to find passionate clients. A big salute and thank you to them.”
Praising the role of the clients, Sukesh Kumar Nayak, Group Creative Director, Ogilvy, said, “What makes me really happy about this win is the fact that we are truly becoming a digital agency irrespective of discipline one works in. What also delights me is the fact that there are clients like Star and Vodafone who are willing to invest in an exciting digital idea.”
For more info, visit: http://www.someofourthinking.com/foxcrime/