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Creating a playground of shared expression for the TV community, for the UK’s fastest growing TV platform.

To coincide with their Autumn TV campaign, freesat asked us to develop an online campaign that aligned their brand with the best of the Autumn TV schedule. In response, we developed #dramaface.

Developed from insight that over 50% of conversation on Twitter is about TV, the 3 month campaign targeted TV lovers across the UK, encouraging them to upload their #dramaface selfies, live, as they watched TV.

We handled the whole campaign, from the #dramaface mobile platform design & build, to all campaign messaging, social content and blogger outreach/ digital PR.

By developing the campaign out of an existing truth, take-up and engagement was strong – with an OTS of over 6 million and Facebook PTAT increasing by 660%.

The campaign also attracted celebrity engagement – one highlight being Mary Portas uploading her #dramaface whilst watching Homeland – which amplified PR opportunities further. The concept was further validated by the copycat campaigns by Nokia and Specsavers that followed in the 6 months after.