Fox Crime Underwater Shockvertising!

May 25, 2011 by Ryan Lum - 1 comment

What would you think if you went for a leisurely dive and found a bodybag held down by a cement block? Fox recently ran a campaign to promote their new crime channel by doing just that. They built a few dummies and put it into a bag, tied it with chains, made it “wear” a pair of shoes made of cement, and threw it overboard from a small boat. Although this is a very limited and target campaign, the premise of this was to make it go viral by spread of reported media.

Taking advantage of the lack of content in the mass media during the summer, we planned to launch a buzz marketing campaign, which could really be on the news. We wanted the promotion of the channel to be done by the mass media. To do this, we had to find a scenario where advertising was totally unexpected. And we thought about using, for the first time in history, the Mediterranean Sea as an advertising means. Is there a bigger format? We built a few dummies and put it into a bag, tied it with chains, made it “wear” a pair of shoes made of cement, and threw it overboard from a small boat. Mafia-like style. Crime scenes were popular diving areas, so that reactions from the media and divers wouldn’t take very long to come along.

Advertising Agency: Bungalow25, Madrid, SpainExecutive Creative Directors: Pablo Pérez-Solero, Julio Gálvez
Creative Directors: Iñigo Ancizu, Javier Gómez
Art Director: David García
Copywriter: Sergio Cuenca
Account Director: Marta Larrauri
Account Supervisor: Cristina Montero
Account Executive: Zulema Blasco
Production Company: Jazz Films
Published: July 2010