Our challenge was to target 24–35 year olds and position the action-packed psychological crime drama, ‘Luther’, as an unmissable TV event. Also, to use ‘Luther’ as a means to exemplify the new BBC Drama brand and cement BBC One’s reputation for and commitment to edgy drama with world-class talent. Our solution was a creative idea that raised more questions than it answered, and stood out from other drama trails on BBC One and beyond. It was hugely successful in meeting the objectives of driving viewing, driving interaction online and creating an impact, driving credit back to drama.
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