Case Studies

CI Channel

The Business Challenge

Encourage the 6m Sky viewers who enjoy real-life crime documentaries on other channels to discover CI

The Insight

Our target have a constant thirst to know more about what happens when humans go wrong, and why.

The Brand Purpose

CI ensure there’s always a crime scene for you to investigate

The Creative Solution

Horribly Fascinating

Media Placement

A new brand approach that informs scheduling, programme commissioning, advertising (through the line), website development, PR and on air identity.

The Results

The first series we launched with this positioning and insight was ‘The Making of a Monster”, which doubled the expected ratings for its slot for its premiere. The premiere of the subsequent series, Nick Ross’ Secret’s of the Crime Museum improved the expected ratings for its slot by 60%