| Title | CHEATERS CROSS CONNECTIONS |
| Brand | BIG CBS SPARK |
| Product / Service | CHEATERS |
| Category | B03. Consumer Services |
| Entrant | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Entrant Company: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| DM/Advertising Agency: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | Mccann Worldgroup | Creative Chief Officer |
| Govind Pandey | Mccann Worldgroup | President |
| Akshay Kapnadak | Mccann Worldgroup | Executive Creative Director |
| Rahul Mathew | Mccann Worldgroup | Executive Creative Director |
| O. R. Radhakrishnan | Mccann Worldgroup | Creative Director |
| Noothan Pr | Mccann Worldgroup | Art Director |
| Beenu Kurup | Mccann Worldgroup | Brand Director |
| Ripanka Kalita | Mccann Worldgroup | Copy Writer |
| Kashif Memon | Producer |
Big CBS Spark wanted to position itself as India's international youth entertainment channel. Since our target audience was English-speaking youth aged 15-24, we introduced 'Cheaters' - a hidden-camera-reality television-series that documents people who are suspected of cheating on their partners. The objective of this direct campaign was to announce the new season of 'Cheaters' cost effectively. While it has a fan following because of its voyeuristic nature we wanted to reach out to a larger base. Since people like to keep their voyeuristic side hidden; we gave them an experience in their own little private way.
Big CBS Spark is a GEC (General Entertainment Channel) targeting English-speaking youth in a tone that borders on irreverence. And the show Cheaters, is all about infidelity, cheating lovers and two-timing spouses. All caught on tape. For a show that is all about voyeurism, we chose voyeurism itself as an idea platform to announce the new season in a refreshingly new and fun-filled way. This not only gave our target audience a generous double scoop of voyeurism but also gave the true essence of the TV show that was to follow.
To announce the new season of the voyeuristic show, Cheaters, we chose voyeurism itself. So we made youngsters (aged 15-24) believe they had been accidentally dialed into a cross connection where the conversation was a little too juicy to hang up. Only at being caught out, did anyone hang up. Then they were sent a text message informing them the date and time of the show. The projected response of the campaign was a lot more eye-balls and of word-of-mouth publicity for the show along with an increase in market share for the channel Big CBS Spark
With a spend of less than 10 paise per call ($0.002) per person, this was the most cost-effective direct campaign that Big CBS Spark had ever done, which results could be measured. Youngsters tuned into BIG CBS Spark thanks to Cheaters to get their dose of voyeuristic entertainment during the period of the activity, Big CBS Spark had a higher relative market share (53%) than VH1(closest competition). Source: TAM India, week 42-45 average, 5 Metros, CS 15-24 all males and females, all day relative market share.