Ideas Bank: Psychological Thriller Campaign

At Don’t Panic London our little minds are always buzzing around and thinking of new ideas, even when we don’t have to. It seems to be an instinct. It’s in our make-up.
So that these brilliant products of mental activity don’t go to waste, we fold them up and deposit them into the Ideas Bank, where we pick a couple out every now and then to show off to you guys.

Client: An independent publishing house based in the UK.

Aim: To create awareness and drive sales of a psychological thriller about a married woman with children, a great career and a beautiful home. She meets a stranger and begins an affair, resulting in her life spiralling out of control and a life-changing act of violence.

Idea 1: Online Dating
We create three fake dating profiles for the female main character of the book and three for her male lover. Two of these three profiles are on marital dating sites such as IllicitEncounters.com and MaritalAffair.co.uk, and the other is a ‘normal’ mainstream site such as Match.com.
Each character talks to many real men and women on these sites and subtly asks them a series of questions, regarding why they’re on a marital dating site, if they’ve cheated through a dating site before, what they hope to gain through their online experiences.
We collect these answers and convert them into a PRable survey to be published by the mainstream press.

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Idea 2: Can You Spot a Liar?
Version 1:
We challenge an audience to take a video quiz where they have to spot the lie. They watch a variety of people being asked a question on camera and have to choose which answers are a lie. To avoid people who lie for a living, we don’t use actors but people from Don’t Panic, the public and even the client.
At the end we give them their results which they can share on social media sites, proving how good (or bad) they are at spotting a liar.
As an extra piece of content, we write a page on the science of lying, affairs and people getting away with immoral and illegal acts. There will also be a page about the book.

Version 2:
As above but we also invite people to try to tell a lie and get away with it, with an added bit of UGC. We harness their webcam and ask them to answer a series of questions twice – once with a lie and once with the truth. They can then send the link of their video to friends on Facebook and challenge them to tell when they’re lying.
These videos could be made public (with the users permission) so that we can integrate them into the quix above. Each submitter has a running score for their videos and after a while, they will be able to how convincing a liar they are from how many people could spot their lie successfully. This score will also be shareable.

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