• Artificial intelligence was already generating headlines and public discussion but it wasn’t part of everyday conversation.

• So we prayed on people’s fears and took Persona Synthetics, the brand from the show, and used media to launch it as a real company, selling robots as household gadgets.

• Our campaign combined TV, outdoor and digital platforms to continuously shock people over three weeks, giving the public the impression that household robots really were available for purchase.

•It started with a Persona Synthetics TV advert, free from any Channel 4 branding.

•Social media accounts engaged with people, supporting the illusion that Persona Synthetics was real.

•Then we opened a huge store in one of the world's most famous shopping districts - London's Regent Street.

•The storefront dominated the high street. We put two 90-inch digital screens in the windows which incorporated revolutionary Microsoft Kinect technology, allowing people to personalise robots through gesture control.

•We even had actors posing as Persona Synthetics employees delivering robots to the store.

•Print, digital and social ads directed people to the shop, allowing us to behave in every way like a real retail launch.

•We even secured eBay as our online retail partner where we pretended to auction off two robots. This was the first time a fictional brand has been sold on the site and thousands of bid attempts were made.

• 13.1 million people watched Humans, making it Channel 4’s highest rating British drama of all time.

• One million people visited the website in just three weeks.

• Persona Synthetics trended as the #1 search on Google and Twitter in the UK on opening weekend.

• eBay’s auctions were viewed 250,000 times with thousands of requests to bid submitted.

• Social channels amassed over 14,000 followers organically.

• 7,000 people interacted with the Regent Street storefront.