A Lion for a Rat
26.06.2018 Cannes Lion
We are extremely happy that our recent campaign for Foxtel’s prison drama, Wentworth, was awarded a Cannes Lion in the Social / Influencer category.
The campaign augmented the shows’ compelling storyline using an innovative format, a chatbot. Assuming the persona of a prison-snitch, The Rat was far more than a chatbot – it was an entirely new character within the Wentworth prison. The Rat smuggled out information about future episodes, becoming a natural extension of the show and ultimately sustaining viewer engagement.
But beyond the award, we are even more happy with the results – Wentworth sustained number one show on Foxtel for the entire season and totalled 1.4 years worth of conversational engagement.