How to get an ad to be seen by a million people at 30 meters under the sea.OBJECTIVES:- To strengthen Fox Crime’s positioning in Spain as the most into police and murder series channel.- To generate coverage and awareness around it during the summer.- Promotion of the brand in a surprising and innovative way.CREATIVE SOLUTION:We needed the biggest impact possible with a low budget, so we had to resort to a powerful action and a good PR strategy that could lead us straight to the media.We built a dummy and put it into a bag, tied it with chains, made it "wear" a pair of shoes made of cement, and threw it overboard from a small boat. Mafia-like style.

The crime scene was a popular diving area, so that reactions from the media and divers wouldn’t take very long to come along. All scenes, included the making of them, were recorded, thanks to different cameras, and sent to the media, together with a press release.

We built a few dummies and put it into a bag, tied it with chains, made it “wear” a pair of shoes made of cement, and threw it overboard from a small boat. Mafia-like style.

Crime scenes were popular diving areas, so that reactions from the media and divers wouldn’t take very long to come along.

- More than 232,890 views of the video and a high virality amongst bloggers and Social Media.- Over 7,000 useful searches- Over 110 articles related to the action (online and print media)- TV and 17 radio interviews- And what’s most important: no one ended up in jail.