With the true crime genre becoming more and more popular, and cases becoming the subject of docu-series and podcasts, Sky set out to create a dedicated true crime brand to support and show such content. Sky Crime became that platform and set out to delve into the stories behind the crimes.
THE WHOLE STORY
When an audience immerses themselves in a true crime story, they find the case unravelling before them, uncovering the truth and leading them from one piece of evidence to the next. For Sky Crime, the concept was to convey this journey to the truth using a visual mechanic that could represent the whole story from beginning to end, with the tension and anxiety rising throughout. This device became a simple, travelling yellow line, leading the viewer through the complex layers of evidence to the conclusion of the case.
QUESTION EVERYTHING
A distinct tone of voice was vital for Sky Crime to clearly take ownership and understanding of the genre. It needed to immediately communicate in a direct, obsessive and challenging way to fit with the nature of the programming and the mindset of the audience. The notion of Question Everything became a simple but effective steer for the language system as the puzzle of each case unfolds.
The language also manifested in the main launch spots for the brand, creating a questioning script full of twists and turns as one question led to another, unravelling the truth word by word.
TRUE CRIME ON SOCIAL
Fans of the genre are already engaged with true crime content on social media, through forums and conversations. To address this audience more directly, the brand needed a versatile array of social devices. Using the brand mechanics of the line and questioning tone of voice, a series of pieces were developed, from explainer videos and bespoke show teasers, to wordplay animations and interactive story posts.
PROMOTING THE NEW HOME
OF TRUE CRIME
To get the Sky Crime brand out to the public, a huge media campaign spanning several days took over all possible formats, from digital out-of-home boards and station takeovers to press ads and rubbish bins.
CREDITS
Creative: Mark Jones, Harry Ward, Alex Haley, Sam Harvey, Savio Palmerston
Producers: Liz Arnott, Dani Sierra