If you’re’ looking for gold, beware of Silver. The ultimate tale of greed, betrayal and treasure: when pirates were really pirates.
Sky One remade this classic tale as a two part drama and we were tasked with creating a campaign that would appeal to fans of the original story and a new, younger audience too. Everyone loves a baddie and with Eddie Izzard staring as Long John Silver we focused the campaign around his character, also hooking in his fans.
Two months before programme transmission we started running teasers, creating buzz all over the internet. Then from 4 weeks out we broadcast and tweeted a series of cinematic trailers and also bespoke channel branding featuring our talent. Off-air we took over key billboard and digital 6 sheet sites in all major UK cities. We also ran press ads, including the Christmas edition of the Radio Times which featured an app which we specially designed to allow readers to play the trailer and link them to remote record the programme. In digital the show also had it’s own website and rich media banners.
The campaign pulled in over 2 million viewers in the first week. The second highest rating drama ever for Sky One.
TEASERS AND CHANNEL BRANDING
Director: Geoff Trodd
Writers: Dan Morgan and Rebecca Earp
Creative: Paul Buckmaster
DIGITAL 6 SHEET
Website – Ben Boyer and Bueno David
click here to view
Aurasma App – Bueno David