Here's a small but fun part of a launch campaign for the television series The Mentalist that we've been working on. A good example of how to use customer insights - with a twist. Hope you like it.
Client: TV3 Sweden
Campaign: The Mentalist
Challenge
Remind selected TV buyers at 16 media agencies that a new crime series about a psychic police investigator starts, and that TV3 pays attention to the TV buyers on a very personal level.
Solution
Each media buyer gets a letters that’s personally delivered and bundled in regular stack of mail. The letter pinpoints knowledge that we have secretly gathered from friends and colleagues. The amount of detail in the knowledge is both unexpected and somewhat shocking until they read the payoff in the end of the letter – which is about the theme of the series.
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