We are living through the golden age of television, with consumers offered more high-quality programming than ever before. Whilst great for viewers, for ITV, this cluttered marketplace makes launching new shows harder than ever, with viewers sticking to tried and tested formulas or waiting for recommendations. Our challenge was, therefore, to make their new Hong Kong based drama Strangers, stand out from the crowd.
Focusing on the morning commute, we transformed familiar spaces through Cantonese inspired takeovers to engage audiences by bringing the hidden Hong Kong’ of Strangers to life. We replicated the sight and sounds of the city in OOH, wrapping the King’s Cross Tunnel with JC Decaux, who installed speakers there for the first time. With Metro, we planted a fake murder story, entirely in Cantonese.
The results were hugely impressive. We smashed the target of 5m viewers to episode one, delivering 6.3m consolidated. Even better, a whopping 31% were light viewers of ITV – a key focus for the business. Furthermore, our Metro cover wrap was the 2nd most recalled their history! The campaign was recognised with a Campaign Media Award in the hotly contested Entertainment category, this year.