Title	THE STRANGER
Brand	TV 2 DENMARK
Product/Service	DOCUMENTARY: A STRANGER MOVES IN
Category	A03. Online: Fiction & Non-Fiction
Entrant	TV 2 DENMARK Copenhagen, DENMARK
Idea Creation	TV 2 DENMARK Copenhagen, DENMARK
Media Placement	TV 2 DENMARK Copenhagen, DENMARK
Production	TV 2 DENMARK Copenhagen, DENMARK

Name	Company	Position
Thomas Helt Pedersen	TV 2 Denmark	Creative Concept Developer
Kristian Vestergaard	TV 2 Denmark	Creative Concept Developer
Thomas Birk	TV 2 Denmark	Creative Concept Developer
Vicky Wassmann Dahi	TV 2 Denmark	Head of Branding
Kasper Adsbøll	TV 2 Denmark	Campaign Manager
Helle Jensen	TV 2 Denmark	Head of Production
Christina Vanessa Lauridsen	TV 2 Denmark	Producer
Betine Knudsen Sauer	TV 2 Denmark	Project Manager
Jacob Weinreich	TV 2 Denmark	CMO

Why is this work relevant for Entertainment?

As an entertainment company such as TV 2 Denmark we very often publish our work within a well know format - a classic trailer - in order to promote our programmes. When launching our new documentary 'A stranger moves in' we took the traditional trailing to another level. We gave our target group a small taste of what the programme was all about but in a new and unexpected way.

Background

”The Stranger” is a fictional documentary about one of the biggest romance scammers in Danish history. It is a story about Amanda and how convincingly she got fooled and tricked to believe in a relationship, by a man who pretended to be someone he was not.

Describe the creative idea

To promote the documentary, we decided to do some scamming ourselves: To see how easy it is to be fooled and tricked by a stranger.

Describe the strategy

We wanted to put the experiment on social media to let people follow the whole thing and to ask them if they would be fooled? And in the end make them talk, be more curious about our documentary, but most important more likely to watch it.

Describe the execution

Six girls was casted to go on a blind date with "Casper". However we casted not only one “Casper” but three one him. The three guys looked similar – but not lookaliike – however we dressed them in the same outfit. The six girls should now on a date with what they thought was one man called “Casper”. However we was played by three different men – in the same date. None of them noticed that the guy in front of them changed during their date. Not until we asked them which one of the Caspers they liked the best. This highlighted the whole point – and the story of our programme which we wanted to promote.

Describe the outcome

Close to a million watched the video on Facebook during the weekend before the premiere Monday night. On the night of the premiere more than 800.000 (share 40) people watched the first episode of the documentary - which was more than double our expectations. But more importantly our users loved our teaser and started to discuss the theme of the program, whether or not they could be victims of a romance scammer themselves. Until this day it still surprises us that we managed to fool 6 girls to believe that they were on a date with one guy. So the question really is: Would you be fooled?