The aim of the campaign was to raise awareness of the channel 'Drama', a new UKTV channel dedicated to classic archive programming and drive tune-in. Creativity was key since there were no new commissions or talent support to build a campaign around.

We wanted to remind viewers of all that was great about ‘British drama’, and deliver an emotional connection to the channel that would resonate with the core demographic of 35+ viewers.

The campaign was informed by original research to find ‘the most memorable British TV drama moments’. These insights provided the core creative for our campaign ; delivering a national news story which in turn provided a springboard for a unique ambient art installation.

The results of our research, which named Colin Firth’s lake scene from the 1995 adaptation of Pride and Prejudice were released widely. We followed this by recreating a 12 foot Mr Darcy statue that was placed in London’s Serpentine lake, the sea at Scarborough and at Lyme Park, the stately home where the scene was first filmed.

The campaign helped Drama to smash launch projections by 59%, garnering over 750 pieces of branded coverage in the UK with a reach of over 275 Million. The story was a global top ten twitter trend, with 37.9 Million Twitter impressions, while a free branded partnership with the National Trust ensured that Mr Darcy remained in place for six months following launch.

o Most memorable British drama moments news release

o Secured spokesperson to front broadcast interviews

o Quotes sourced from celebrities on their favourite drama scenes and packaged for syndicated radio news stories

o Sculptors were commissioned to make a 12ft poly sculpted fully waterproof version of Mr Darcy complete with dripping wet shirt based upon the multiple portrayals on screen

o Began filming a 'making of ' video

o Locations with suitable links to Pride and Prejudice were interrogated for ambient and PR potential

o The Serpentine in London’s Hyde Park was chosen for launch (where Jane Austen used to parade), followed by Scarborough beach and Lyme Park, where the famous scene was filmed

o At each location we staged a media call, providing boats for assembled media to get close to the sculpture

o Brokered a free branded partnership for a six-month installation with the National Trust

• The campaign helped Drama smash launch viewer projections by 59%

• 750+ features and news pieces in the UK with a reach of 275,421,360

• 37.9 Million Twitter impressions in 7 days – a global top 10 twitter trend including UK Vogue, Time Magazine, Harpers

• 66% of people reached aged 35+ with a female skew (target audience)

• 99% of coverage positive in tone and fully branded

• 20 TV news pieces including BBC, ITV and Sky News, as well as international coverage from Australia, USA, India and Hong Kong

• Digital coverage including Buzzfeed, Huffington Post, AOL

• Syndicated radio package across 80 independent radio stations

• £9.5 Million editorial value (UK) – ROI of 126-1

Mr Darcy spent six months in the lake at Lyme Park, alongside a Drama channel plaque. There were 100,000 visitors and the installation was promoted to one million National Trust members.