BETC Paris, Paris 
- 85-87 rue Du Faubourg Saint Martin Passage du Désir
- Paris 75010
- France
- Phone: 01 56 41 35 00
- Fax: 01 56 41 35 01
- Country Phone Code: 33
- Website: www.betc-life.com
In partnership with:
13ème Rue - “Kill a Friend”
NBC Universal Network| Title | Kill a Friend |
| Agency | BETC Paris |
| Advertiser | NBC Universal Network |
| Brand | 13ème Rue |
| Product Category | TV/Radio Programs & Stations |
| Campaign Name | Send a Killer |
| More Information | http://www.jetueunami.com |
| Country of Production | France |
| Language | English |
| Media Type | Case Study |
| Awards | The Mobius Advertising Awards, 2010 (Best Of Show) for New Media London International Awards - LIA, 2010 (Bronze Winner) for Integrated Campaign Epica, 2010 (Silver) for Consumer Internet Sites - Non-Durables Epica, 2010 (Silver) for Integrated Campaigns The Golden Drum Awards, 2010 (Golden Watch) for Advertising campaigns The Golden Drum Awards, 2010 (Golden Drum) for Interactive advertising campaigns ADC*E / Art Directors Club of Europe, 2010 (Gold) for Interactive media: websites & DVDs Cannes Lions International Festival of Creativity, 2010 (Silver Lion) for Publications & media Cannes Lions International Festival of Creativity, 2010 (Silver Lion) for Direct Response Digital: e-commerce, online advertising, brand awareness & social media Grand Prix Stratégies de la Publicité, 2010 (Mention) for Editing, Communication, Culture Grand Prix Stratégies des Médias, 2010 (Grand prix) for Best media tactic on & off line Grand Prix Stratégies de la Publicité, 2010 (Winner) for Digital Creativity Prix Club des Directeurs Artistiques, 2009 (Winner) for Direct (Relational marketing) Cristal Festival, 2009 (Cristal) for Viral Mechanism: France |
Concept
This case study is the key to understand this award-winning innovative and unusual form of entertainment created by BETC Euro RSCG for 13e RUE, NBC UNIVERSAL's crime channel.
After uploading a photo of the friend that you want to eliminate, you, the user, are treated immediately to a video of the murder. Meanwhile, the victim is warned by email that he has just been assassinated and can in turn view the film of his own death. After witnessing his death, the victim is invited to run an investigation to unmask the person who commissioned their murder, discover the motive of the crime and enable the arrest.
This interactive system inaugurates and embodies the new signature of the 13ème RUE brand: “13ème RUE unleashes the investigator in you”. An experience of a criminal investigation, which aims to provide a taster of what, is available daily on 13ème RUE.
After uploading a photo of the friend that you want to eliminate, you, the user, are treated immediately to a video of the murder. Meanwhile, the victim is warned by email that he has just been assassinated and can in turn view the film of his own death. After witnessing his death, the victim is invited to run an investigation to unmask the person who commissioned their murder, discover the motive of the crime and enable the arrest.
This interactive system inaugurates and embodies the new signature of the 13ème RUE brand: “13ème RUE unleashes the investigator in you”. An experience of a criminal investigation, which aims to provide a taster of what, is available daily on 13ème RUE.
Result
The website has now received over 19 million hits, without any media investment, and has been a real success on Internet and on TV. A huge achievement for a French website.