FOX Crime: The Photographs Case

This case study describes how newly launched Indian TV channel FOX Crime targeted younger viewers with a digital and social media campaign.

FOX Crime: The Photographs Case

Deepak Gopalakrishnan

Campaign details

Brand owner: Star India Pvt LtdAgency: OgilvyOne WorldwideBrand: FOX CrimeCountry: India

Executive summary

Given that it aimed to increase subscriptions by 25%, FOX Crime's ambitions were huge when it entered an overcrowded TV marketplace in India. Undaunted, this case study demonstrates how it managed to crack the case by 'bringing out the detective' in everyone. The innovative campaign went viral, and the positive effect on the brand resulted in subscription enquiries going up by 149%, and subscriptions by 37%. In addition, FOX Crime was...

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