Results and Effectiveness

With spends of less than 10paise per call ($0.002) per person, this was the most cost-effective 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.

Creative Execution

'Cheaters' is about double-timing partners and cheating spouses. This show has a fan following because of its voyeuristic nature. So to announce the new season show we chose voyeurism itself. We gave youngsters (aged 15-24) an experience of their own - through a phone call. We made them 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 'Cheaters'. It was very cost-effective yet attention-getting solution.

Insights, Strategy and the Idea

The business objective for Big CBS Spark was to increase its share of voice in a market with little brand but high content loyalty. Our target audience was English-speaking youth aged 15-24, the marketing objective was to become the preferred channel through the show cost effectively while showcasing the essence of the show. Since the communication objective was to position Big CBS Spark as India's international youth entertainment channel, we launched the second season of 'Cheaters' - a hidden-camera-reality television-series that documents people who are suspected of cheating on their partners - using a medium that's extremely youth-centric (the mobile-phone).