Humans is a drama, where the new must have gadget is a ‘Synth’, a robotic android with artificial intelligence eerily close to humans. The brief was to excite a 16-34 audience about the show with a noisy and innovative campaign, whilst strengthening the Channel 4 brand reputation for top quality drama.
We decided to bring synthetic humans into the real world by making these products available to purchase.
The campaign used innovative technology and media to create intrigue. We launched a TV promo with no Channel 4 branding, set up two auctions in an Ebay partnership (the first time Ebay allowed auctions for a fake product), created social accounts with product updates and secured a shop front in Regent Street. Partnering with Microsoft we set up two 90″ screens and a Kinect with 3D models of our synths following passers by and beckoning them over for a product demo.
All activity carried #Humans and pushed to personasynthetics.com, closing the loop and pushing to ep 1.
The site had over a million hits with the majority coming through organic search, trending no. 1 on Twitter and Google. The earned media was astounding with publications all over the world.
The campaign has gone on to receive over 30 awards including a BAFTA for digital creativity and 2 Grand Prix awards.