Humans Series 1 was Channel 4’s highest rating UK originated drama launch of all time. The marketing campaign brought Persona Synthetics, the fictional brand from the show, into the real world, creating a huge amount of buzz and helping drive 6.1 million viewers to the first episode. It was an almighty launch.

To launch the second series, we needed to create a campaign that once more delivered significant viewing figures to ensure Humans became an established drama.

Not only did we need to retain viewers, we needed to bring in new audiences to the show whilst fighting off our competitors.

Landing on an idea that would once again deliver on the Channel 4 remit through the campaign itself, not just through the show was our ultimate ambition. Sparking public debate on contemporary issues and innovation were key objectives in order to deliver this.

First we needed to alert people of the safety message using high reach announcement media: we launched our product recall announcements across national press, on Channel 4’s TV network and across the Persona Synthetic branded social pages. All of these touchpoints directed viewers to our product recall hub.

In a European entertainment first, we programmed an AI-powered Facebook Messenger chat bot to give viewers the chance to interact in real time with a Synthetic Human customer care advisor.

Over 700 lines of dialogue were scripted by the writers of the show at Kudos to make the experience as authentic to the show as possible.

We partnered with eBay to launch a product recall page, complete with disgruntled online synth reviews.