Okko Campaign Turns St. Petersburg Metro Users into Old-School Detectives

An unusual campaign marking the release of ‘Murder on the Orient Express’ started with a creative use of the front page of the Metro newspaper in St. Petersburg, Russia. 

 

The ‘Detective Flash Mob’ campaign, created by Russian agency Decembrist to promote the 20th Century Fox movie and the online cinema Okko, used a traditional medium in an innovative way. Special eye holes poked in the dust cover of the paper served as an homage to the classic surveillance technique. The idea was to make readers of the newspaper would feel like real detectives from Agatha Christie's novel. 

 

The campaign also included a movie pre-order promotion on social networks and stimulating photo contests on the largest social media platforms.

 

It received more than 3 million views in two days on social networks including vk.com, ok.ru and fb.com and over 30 mass-media appearances, including TV news.