UKTV Alibi, Understanding the psychology of crime with Femail & You Magazine

Case study - Objective: Change minds


UKTV’s Alibi is home to the very best in British and US crime television dramas. However, despite high levels of awareness, its conversion was the lowest in the category. As such, Hearts & Science were tasked with improving perceptions and driving viewership across 2020.

The agency set out to understand the motivations of crime TV viewers and found that it is the psychological element of a storyline that draws people in. Working with Mail Metro Media (MMM), the agency recruited police psychologist turned crime author Dr Emma Kavanagh and author of the DC Childs crime series Sarah Ward to review Alibi’s programming. The campaign used a number of immersive activations and media-firsts to bring the content to life, including interactive mood-skins, a You Magazine fake reverse cover, as well as video and mobile app takeovers.

Reader insight powered the partnership with MMM’s first-party data tool (DNA) providing actionable insights throughout. As a result, 39% of those exposed to activity said they went on to watch an Alibi programme and Alibi viewing grew by an unprecedented +9% YoY (the largest growth of all UKTVs channels).