Fox International Channels: TAKE A WALK ON THE CRIME SIDE

Credits & Description:

Category: Product Launches

Advertiser: FOX INTERNATIONAL

Product/Service: TV CHANNELS

Agency: BUNGALOW 25

Date of First Appearance: Mar 9 2010

Entrant Company: BUNGALOW 25, Madrid, SPAIN

Executive Creative Director: Pablo Pérez Solero (Bungalow 25)

Executive Creative Director: Julio Gálvez (Bungalow 25)

Creative Director: Iñigo Ancizu (Bungalow 25)

Creative Director: Javier Gómez (Bungalow 25)

Copy: Sergio Cuenca (Bungalow 25)

Copy: Lucía Bara (Bungalow 25)

Art Director: Myriam López (Bungalow 25)

Account Director: Marta Larrauri (Bungalow 25)

Account Executive: Zulema Blasco (Bungalow 25)

Brand Manager: Cristina Miquel (FOX International Channels)

Media placement: TV Campaign-6 - FOX CHANNEL - 9 February 2010

Media placement: Print Campaign - National Magazines - 9 February 2010



Describe the brief/objective of the direct campaign.

Fox Crime, a new channel specialized in crime and investigation, arrived in Spain. And, to announce it to audience and advertisers, we needed communication to be surprising and stunning.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Launching an unknown brand in Spain was our biggest handicap, but there were many other prestigious brands that could help us with the promotion of Fox Crime. So we suggested they take a walk on the crime side.



Explain why the creative execution was relevant to the product or service.

Various food, beauty, services and retail advertisers welcomed Fox Crime in a campaign, thanks to which we reached the target in a really new way. It was the first time a brand approached its audience in such a surprising way.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

- Thanks to the campaign, more than 50 new advertisers included Fox Crime in their Media Plans.



- More than 200 commercial contacts with other brands were made.



- Fox Crime, as the channel specialized in crime and investigation, managed to give itself a place in the minds of advertisers and consumers.