UNIVERSAL NBC:
ALL WE NEED IS YOU
NBCU launched a new 'crime' season, in Central Europe (Poland, Hungary), on their Hallmark Channel and approached Profero to produce a through-the-line Big Idea for a supporting advertising campaign.
Season's programmes included CSI, Law & Order, Midsomer Murders, and Cold Squad. We realised people love the 'howdunnit' just as much as the 'whodunnit' and so developed a concept based on a celebration of all the things people love about crime shows: the forensics, the suspects, the evidence and, not least, the detectives. We then invited the audience to become the missing piece in the crime jigsaw with our campaign 'All We Need Is You'.
The 'All We Need Is You' campaign was delivered as a creative concept across poster, press, TV scripts and radio. A viral game invited users to leave clues in an online crime scene and challenge their friends to identify them. Profero's input was the creative and strategic thinking that led to the Big Idea, resulting in a Campaign Pack that demonstrated how to roll out this idea across different media. All production of the advertising was undertaken locally.