“Illegal” TV Series campaign for Skylink
To promote the TV series, “Nelegální,” (translation: Illegal), Havas gave the audience the unique chance to shop at a specially created online spy shop.
Coming from the point of view that the relatively young target market for the show would respond to original and imaginative content, the Agency set about creating a fictional shopping experience for would-be spies.
A teaser led users to the e-shop where they were able to shop for all the things a spy might need, from a self-destructing briefcase to a set of disguises.
Once the shopping session was complete, the mini-site morphed into a trailer for the series.
A second wave of trailers followed this initial phase, serving up a string of trailers that brought us closer to the storyline and the actors.