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
|
Credits
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?