DEEP STATE centres around Max Easton (Mark Strong), an ex-spy whose past comes back to haunt him when he’s summoned away from his new life by, head of covert MI6/CIA team “The Section. markettiers was briefed to build awareness and excitement ahead of the premiere of the first episode of DEEP STATE, Fox Networks Group’s first regionally scripted commission.
Without access to any of the cast or production team, it was important to identify, recruit and thoroughly brief a suitable campaign spokesperson. Someone with credibility and the ability to publicise the series using the creative platform provided. That person was former GCHQ Senior Analyst, Cameron Colquhoun.
The creative developed for the campaign centred on exploring the nation’s love of espionage thrillers, using research highlighting how many people think they could be a spy (but also how many admitted they would actually be pretty bad at it!).
This and other talking points from the research proved extremely popular with national, regional and local broadcasters across the BBC and Commercial radio networks. Crucially, the creative approach provided the perfect platform for Cameron to share the TX details of the new series.
23 interviews with an average length of 7 minutes highlighted the popularity of the subject matter and effectiveness of the strategy adopted.
Highlights included the wonderful Julia Hartley-Brewer on the talkRADIO Breakfast Show, having fun with the research results and discussing her potential as an undercover agent. As well as an interview on BBC radio Gloucestershire, which lasted 20 minutes and started with the DEEP STATE trailer being played on air.
Additional coverage, including TX details, was also confirmed with stations that didn’t have scope in their schedule to do an interview but still wanted to discuss the research results and new series.