FOX Crime: The Photographs Case

Deepak Gopalakrishnan

Campaign details

Brand owner: Star India Pvt Ltd
Agency: OgilvyOne Worldwide
Brand: FOX Crime
Country: 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 the only English general entertainment channel (GEC) to grow in reach, with the average time spent on it going up by a whopping 91%.

Things didn't look too good for FOX Crime. The TV channel dedicated entirely to crime and investigation was the latest entrant in a very crowded space, the 496th entertainment channel to be launched in India to be precise. Not only that, it had no exclusive content of its own.