Our client Mediaset Premium is the second biggest Pay TV provider in Italy.

Its focus on content has always been on football and sports in general, but 2016 marked a change in their offer with a big push on TV Shows and entertainment content.

Mr Robot, a two times golden globes winning TV show about a group of hackers, was their biggest exclusive of the year, and Premium approached us to create an unconventional and PR-centric launch campaign.

The main objective was to create buzz and word of mouth around the launch of the show, making the airing of the pilot their biggest TV event of the year.

Over two weeks we built a crescendo of impactful activations to tell our story: a full-on hackers’ attack on Italian society, ready to leak VIP’s secrets.

The face of our campaign: a masked man, in the style of Anonymous and Mr.Robot, acting as a spokesperson for our fictional group of hackers.

Our first hack: a billboard in the center of Milan. By day, a regular ad from a cybersecurity company. By night, it was hacked through a projector to tease our incoming attack.

Our second hack: we delivered an unbranded package to influencers and media, asking them to join our cause.

Our third hack: a simulated social hacking of the most famous Italian celebrities that sparked spontaneous news coverage and word of mouth.

Our final hack: a simultaneous interruption of TV regular programming on 9 different channels, with a 30” message announcing the upcoming leak on our landing pag