For the launch of its murder mystery thriller Strangers, set in Hong Kong, ITV wanted to deliver a successful drama debut and attract a significant number of its ‘light’ viewers.
Strangers features protagonist Jonah out of his depth in a foreign city - Hong Kong; the campaign mirrored this sense of confusion, with the aim of shaking ITV ‘lights’ out of their apathy. The most humdrum moment of the day – the morning commute, was disrupted with Canton-inspired takeovers highlighting the bustling, dangerous, ‘hidden Hong Kong’ featured in the thriller, transforming familiar spaces into a bewildering environment.
The sights and sounds of Hong Kong were replicated out of home through 48 sheets and wrapping the entire King’s Cross Tunnel, where speakers were installed for the first time. Metro newspaper featured a fake murder story, with the entire front page in Cantonese including the masthead.
A partnership with Uber Eats created branded fortune cookies, distributed by Metro brand ambassadors with cryptic messages and discounts for ordering-in a Chinese takeaway to enjoy with Strangers.
ITV also hosted a Cantonese social takeover offering translations for paid media and exclusive videos with cryptic clues. Paid social was used to re-target the most engaged to drive viewing on launch day.
The campaign resulted in a successful drama debut, with the number of light viewers outperforming the ITV average.
Media Director: Laura Moorcraft (Managing Partner)
Senior Planner/Strategist: Joe Kidd (Account Manager)
Creative Agency: ITV Creative
Relevant Media or Brand Manager: Sian Jones (Head of Marketing - Brand Project, ITV)