Campaign details

Brand: Deep Water
Brand owner: SBS
Lead agency: Zenith
Country: Australia
Industries: TV channels, services, programmes
Media channels: Online display, Social media, Websites & microsites, Word of mouth, advocacy 
Budget: Up to 500k

Executive summary

Eighty-eight is the number of gay hate murders that occurred in Sydney during the 80s and 90s, many of which remain unsolved today. SBS prides itself on bringing buried stories to light. In 2016, the network chose to base a crime drama called Deep Water on the murders, and it was the job of the marketing team to use the drama as an addictive hook to expose new audiences to the quality content that SBS offers. This was achieved in a declining TV market against fierce competition by using an unbranded social media initiative.

Market background and Objectives