Campaign details

Brand: Showcase
Brand owner: Foxtel
Lead agency: Mindshare Australia
Contributing agencies: OnMsg
Country: Australia
Industries: TV channels, services, programmes
Media channels: Content marketing, Social media, Voice, chatbots
Budget: 500k - 1 million

Executive summary

Wentworth is a cult Australian TV series set in a female prison. Rich characters, rapid pacing and racy dialogue such as "I don't eat sausage, I'm a vagitarian" have created a loyal fan base.

As Wentworth entered its fifth season we faced a new problem: fans were sitting out the live broadcast to binge-watch the entire season following the finale. To retain live ratings, and vital advertising revenue, watching every week had to be worth it for every fan.

Our solution was to create a fictional 'prison rat' who fans could contact through Facebook Messenger and acted as their eyes and ears inside the prison for each episode. This entirely new character would become a conduit, confidant and co-conspirator for every fan throughout the season.