Murder it wrote

Singapore - AXN Asia has launched a TBWA\Singapore-conceptualised outdoor campaign to promote the new season of CSI: Miami – the campaign comes off the back of AXN’s last campaign run in April this year, when several Singaporean nightspots were dressed up as murder scenes to create awareness of the launch of CSI: Crime Scene Investigation and CSI: NY.

The outdoor campaign, which targets CSI fans, features re-created murder scenes with blood splatters painted in UV ink on Clear Channel panels at Grange Road and Holland Road and operates on a timer – the UV-painted blood spatters and stains are revealed on the posters, likening bloody imprints found on the walls at a murder scene, for 30 seconds every 10 minutes.

“We wanted a medium that reflected CSI as the biggest show on the planet. With Clear Channel's island-wide distribution, we could specifically target our audience where we knew they would be,” Graham Kelly, executive creative director of TBWA said.