'Humans' - Channel 4 - UK

In 2015, Channel 4 convinced a fifth of the UK population to watch "Humans", a new TV show about artificial intelligence by launching a fictional brand pretending to sell robots as household gadgets.

Channel 4 used media to launch Persona Synthetics as a real company which spoke to people as if they were real customers. In a world's first, a physical store was set up on London's iconic Regent Street.

A week later, Channel 4 revealed the truth behind the campaign which resulted in global press coverage, 1 million visits to the fake brand's website, #1 trending on Google and Twitter in the UK and 13.1 million views of the series - the highest rating British drama of all time.