The Golden Globe winning TV drama, MR ROBOT.

To launch the Golden Globe winning drama, Mr Robot, we used a campaign
idea of ‘The fragile balance between order and chaos’.
We originated two media firsts for the UK launch of the show.
Firstly, we created ‘Mr Robot exhibition’ inside Old St Tube Station using 134 bespoke artworks.
Secondly, we created ’VOD mood-tailored trailers’ (see below) allowing viewers, for the first time
ever, to choose which show trailers to watch based on their own psychological state.

Campaign results

Over a 2 week period, the campaign was seen by just under 1 million people.
The campaign made Mr Robot the most watched series launch for Universal TV.
52% of viewers to the first episode were new to the channel.
The campaign won a Gold at the Promax Global Excellence Awards.

1 million people

Over a 2 week period, the campaign took over Old Street Tube Station.
The campaign consisted of 134 individual pieces of artwork and was seen by just under 1 million people.

Click image to enlarge

Anonymous quotes

A selection of print and posters featured 'anonymous' Mr Robot quotes from the show.

Click images to enlarge

MEDIA FIRST:
MOOD TAILORED TRAILERS.

Interactive VOD formats asked viewers to choose whether to Watch Order or Watch Chaos?
The VOD mood-tailored trailers, for the first time ever, allowed viewers to choose which show
trailers to watch based on their own psychological profile.
The percentage of people making the same choice would then be displayed.

A live update showed which psychological state people were choosing the most and
what percentage made that choice.