We wanted to reflect the reality of urban crime in New York: the dark side of The Big Apple. We created a viral and direct mail campaign (shot on location in Brooklyn) where the "Carbon Copy serial killer" is shown reporting his crimes. The killer has a sick twist. He only murders people with the same name. AND IT’S YOUR NAME! Your name appears in radio and press news bulletins in the film. The killer speaks your name. HE SPEAKS YOUR NAME!!Send it to a friend and their name is spoken and shown. Two days later if you've viewed the film then a direct mail pack is despatched to your home with forensic evidence, more news reports and an invitation to tune in and watch the show.

The show had an extra million viewers above forecasts for the opening episode, from 2.2 to 3.2 million. That's a 50% increase. With almost no ATL spend. The profile of adults aged 16-34 for the show also doubled. The open rates for the emails were a 21% click-through (double the European average) and 45% open rate for the film which are huge. Five had a record number of calls of people praising the pack and being worried that it was real! UK Police forensic labs called us to praise the reality of the pack. The cut-though personalisation technology is a marketing first that not only shows your name, but the computer speaks your name!Groundbreaking.