When ITV launched a slick new murder series ‘Strangers’ set in Hong Kong, they wanted to win over viewers who would traditionally look elsewhere for a drama series. The key idea driving the campaign’s strategy and implementation, was that there is nothing more disorientating than finding yourself lost in a foreign city, unable to recognise the visual cues needed to get around.

Putting the idea into practice, this is exactly what the campaign made the audience feel through a series of Cantonese inspired takeovers. Goodstuff targeted people’s morning commute – the most mundane part of the day – transforming familiar media spaces into standout ways to capture attention. Teaming up with Metro (one of the most recognised parts of a morning commute), Goodstuff delivered a full Cantonese cover wrap including – for the first time – the Metro masthead in a foreign language. Together with OOH, social media and a partnership with Uber Eats, the campaign created a sense of immersive theatre.

It was a huge success and delivered a great drama debut as 6.3 million people tuned in, smashing targets for overall viewing. The campaign also helped improve perceptions of the ITV brand, promoting the channel as a go-to for drama series. An astonishing 90% of Metro’s reader research panel recalled seeing the ad, praising the campaign for its fresh approach and finding ‘Strangers’ both appealing and interesting.