• 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.

• A TV advert with no Channel 4 branding started the campaign, driving people to the website and store

• Our Persona Synthetics website allowed people to explore the robots in more detail.

• Our huge store on London's Regent Street, one of the world’s most famous shopping districts, then became the focal point of our campaign.

• Two 90” digital screens and revolutionary Microsoft technology allowed people to personalise robots through gesture control.

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

• We became the first fictional brand to sell products on eBay where we pretended to auction off two robots.

• Social media accounts promoted our physical and online retail stores.

• 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.

• To launch ‘Humans’, a new drama about artificial intelligence from the UK’s third largest broadcaster Channel 4, we took Persona Synthetics, the fictional brand from the show, and used media to launch it as a real company.

• We created a brand, filmed a TV commercial, found the dream location for a physical store, secured eBay as an online retail partner, built a website, launched social media accounts and planned a launch campaign.

• Our multi-media campaign convinced people that robots really were available for purchase and drove 20% of the UK population to watch Humans.

• We developed a multi-media campaign to launch Persona Synthetics, creating a nationwide belief that robots were real products available to buy and convincing people to watch the show.

• This wasn’t just about planning and booking media: we created a brand, filmed a TV commercial, found the dream location for a physical store, secured eBay as an online retail partner, built a website, launched social media accounts and planned a launch campaign.

• Humans was a new drama from the UK’s third largest broadcaster, Channel 4 that imagines a world where robots are the new must-have household gadget.

• The show explores what could go wrong if you put artificial intelligence into people's homes.

• Our challenge was to turn this potentially niche science fiction show into a mainstream smash hit and get 2 million to watch the programme.