We had already established Persona Synthetics with the season 1 campaign when we brought their products into the real world. This series ended on a major cliff-hanger – would the key to consciousness be released, causing Synths all over the world to ‘wake up’? To promote the show returning and tease the exciting ‘conscious awakening’ storyline, we wanted to take the public on an immersive and more complex journey, bringing the world of the show even closer to our own. We did this by imagining how Persona Synthetics would respond to their products ‘waking up’ -and essentially malfunctioning- with a product recall. There was an abundance of real world product recalls to draw inspiration from so we used this as our starting point. This idea allowed us to create a bigger and bolder campaign with even more touch points than the first, with every single execution leading with the recall messaging.

The work ran across web, tv, social media, DOOH, cinema and as real world stunts. The campaign had a number of individual elements which are still available online. Find Persona Synthetics on Twitter and Facebook to see the social updates, click contact us on the Facebook page to have an interaction with the innovative chat bot, go to the eBay page to see the recall advise and negative customer reviews, visit the New Scientist website to watch the interview and head over to the PersonaSynthetics.com website to explore all the additional content created for the fans.

PersonaSynthetics.com had half a million visits on the launch of the campaign. The Chat bot was a European entertainment first, ran on Facebook and earned EMEA campaign of the month. It’s been cited as best in class in multiple publications and has had over 5 million messages exchanged to date. The Snapchat lense had 4.2m views reaching an audience of 8.5m. We achieved over 47m impressions across Facebook and Twitter. The eBay activity earned 56m impressions and a unique reach of 16 million . The New Scientist interview exceeded 6m impressions. The campaign was picked up in multiple publication and received a BAFTA nomination for digital Creativity. Humans went on to have the highest awareness of any drama since 2008, trended on Twitter on the day of TX and was Channel 4's best returning original drama since 2011 far exceeding our expectations.