Hunted, was a new show coming to Channel 4, billed as a real life thriller. The show took 14 ordinary people and sent them on the run from ex-police and intelligence experts to see if anyone can truly escape the grid.
We managed to meet with some of the hunters of the show and asked them what the chase is really like. This helped us get a better understanding of what it’s like to go on the run and as well as the physical strain, the mental torture of leaving loved ones behind and struggling to disappear can take its toll. Disappearing takes a lot of work, and the number of tasks you have to undertake can become overwhelming.
Using this knowledge we worked with OMD to come up with as many media spaces as possible with contextual messaging relating to the tasks at hand. Each person in London would have seen a Hunted message an average of 32 times. We wanted to make people feel as if it was everywhere and that they could not get away from it, to illustrate how the shows participants would feel.
As well as out of home tactical placements, we created contextual display advertising, instagram ads, kindle ads and Facebook/ Twitter ads with messaging all specific to the platforms and what the user was doing. On day of TX we also created high impact ads on the guardian which appeared as generic ads and then turned dark showing what it would be liked to go on the run. Each message was crafted with the space and user action in mind.
The campaign earned coverage in It’s Nice That and also picked up multiple awards at Promax.