To launch first-of-its-kind syndicated strip, Warner Bros.’ Crime Watch Daily, Warner Bros. Worldwide Television Marketing turned to Miami-based 2C Creative to create a four-phase campaign.

“Initially, Warner Bros. was just looking for some teases and launch spots,” says Marni Wagner, supervising producer at 2C, which is headed by Chief Creative Officer Chris Sloan. “After a week, they called us and said they liked the tease concepts so much that they were going to award us the entire campaign.”

Crime Watch Daily is a one-hour strip that covers crime across the nation, working with its TV station partners to further investigate cases. The show plans to look into everything from murder to scams to consumer fraud, and it will occasionally sting a bad guy (or gal).

“2C understood the concept and the objective from the first briefing,” said Blake Bryant, senior VP of unscripted and alternative programming at Warner Bros Worldwide TV Marketing. “They got it, and saw the opportunity as we presented it. Even the very first prototypes were, at their core, what we wound up putting on television.”

The first round of spots just includes words and graphics, noting that at a certain time and place, a crime has been committed. They then cut to a screen that says, “America, help is on the way.” These teases finish up by announcing the name of the show, and the campaign’s tagline “We are watching.”

The partners worked together on that tagline. “Even that was a little bit tease-y and the stations really liked it,” says Wagner, who also worked with Tim Anderson, Warner Bros.’ executive director, creative services on the campaign.

The teases launched earlier this summer as part of phase one. Phase two expanded those teases and gave viewers a bit more information on what the show will be about. Phase three introduced the show and the hosts, which includes Australian Matt Doran, as well as reporters Michelle Sigona, Andrea Isom and Jason Mattera. Phase four finally told viewers when they could tune into the show on their local station.

Crime Watch Daily premieres Monday, Sept. 14. Check local listings for air times.

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