In 2008 BETC Euro RSCG created this integrated campaign, which incorporated ambient, radio, press, film and on-line elements, to raise awareness of the Sci Fi Channel in France. The campaign was based around ten alien “children” toys that were placed in different locations acros eight French cities. Fans were then encouraged to search for them by following clues found on a website and in radio ads. Posters were also displayed around towns to advertise the website. The intention was to create an emotional link between the Brand and people who were not already fans of science fiction. Each alien found earned its rescuer a reward of 500 euros. When nine of the figures had been located it was revealed that the tenth had been placed in an orphanage, where it could be interacted with via a website and a page on Facebook.
The treasure hunt apect of the campaign appealed to fans of the Sci Fi Channel, while also attracting new viewers to the brand.