To break through the highly saturated crime drama category, CBC set out to promote their new title, Caught, with a disruptive media solution. CBC created a custom ad that moved the man on the run, David Slaney, across Canada’s largest connected and synced digital displays, a first in the country. Alongside a social media contest, the campaign generated remarkable results:
– Engaged over 200,000 viewers
– 2,500 contest entries
– 2,400% increase in search for “Allan Hawco”
– At launch average minute audience (AMA) exceed goal by 21%
– Increase share amongst millennials by 10%