Direct > Strategy
CARBON COPY KILLER
20:20 LONDON / FIVE / 2005
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
CSI is the world’s ‘biggest’ TV show. The forensic crime drama has spawned series set in Las Vegas and Miami. We were asked to launch the third show in the franchise - CSI:NY - in Britain for Channel Five by combining TV, Internet film and direct mail as never before.To create a killer launch.
CampaignDescription
We wanted to reflect the reality of urban crime in New York: the dark side of The Big Apple.We refused though to simply produce an integrated campaign where every element looks the same regardless of whether it’s a press ad or mail pack etc. Every communication was adapted for its medium. And all centred around “the fear you’re next” as a core thought. 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!! Your computer actually speaks to you!Send it to a friend and their name is spoken and shown.Two days later, if you’ve viewed the film, a direct mail pack is dispatched to your home with forensic evidence, more news reports and an invitation to tune in and watch the show. The mail pack looks and feels like a real forensic file with pathology reports and even blood-stained fabric, and features personalised news clippings from the Internet film.One week before the show transmission you receive a reminder email which plays a news report which features another murder…with YOUR NAME.Throughout the online campaign TV idents featured the show’s name and air date – with a bullet!
Outcome
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 16-34 year-old adults 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.And the cut-though personalisation technology is a marketing first that not only shows your name but the computer speaks your name! Groundbreaking.
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