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Carbon Copy Killer

Award: Wood Pencil

Wood Pencil / Direct / Direct Email Advertising / 2006

The launch of CSI: New York - the gritty, devious bastard child of CSI: Las Vegas and CSI: Miami - was to be a realistic peek into the Big Apple's rotten core. The strategy was brave: 'The fear of you're next', based on that people are scared of the unknown. Realism, accuracy and unprecedented personalisation were key to carrying this off in a believable way. The campaign featured the ‘carbon copy serial killer’, who only murders people with the same name. YOUR NAME! Your name appears in radio and news bulletins in the film, and the killer speaks your name! Two days later a direct mail pack is despatched to your home with forensic evidence, more news reports and an invitation to tune into the show. And, one week before the show transmission you receive a reminder email featuring another news report… the killer is sending you an email… you can see your name being typed… and 2 seconds after he clicks send, the email appears in your inbox. Sweet mother of Christ, you're next...

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