Line Of Duty Two
Brief // Launch the return of Line of Duty on BBC Two, introducing Keeley Hawes and building anticipation for the second series.
Concept // No One Is Above the Law
The creative played on audience expectations, using a carefully orchestrated reveal to place viewers in the same position as AC-12: questioning who can be trusted. Capturing the tension, suspicion and moral ambiguity at the heart of the series, the campaign reinforced a simple truth: when corruption lies within the force, no one is above the law.
Working alongside director Matt Rhodes and Creative Director Jim De Zoete, I developed the creative for the specially shot launch trailer.
Impact & KPIs: BBC Two Line of Duty Series 2
Campaign Reach: The Line of Duty Series 2 campaign reached over 15M people across the UK through TV, digital, and social media, driving significant awareness and anticipation for the police procedural drama.
Social Media Engagement: Generated 600k+ interactions across social platforms, with #LineofDuty trending during key moments, igniting discussions around plot twists, character developments, and the show’s gripping storyline.
Teaser & Video Views: Campaign teasers, trailers, and exclusive content generated 4M+ views across YouTube, Instagram, and Facebook, significantly boosting anticipation for the series launch.
Media Coverage: Secured 120+ media mentions, including high-profile coverage in The Guardian, Radio Times, and Metro, helping to position Line of Duty as a must-watch crime drama.
Viewership & Audience Growth: The campaign led to a 25% increase in viewership for Series 2 compared to Series 1, with strong ratings and an expanding fanbase for the show. The premiere episode achieved over 5M viewers.
Digital Engagement: The campaign drove a 15% increase in digital interactions, including streaming on BBC iPlayer, where the series achieved high engagement rates and continued strong viewing figures.
Cultural Impact: Line of Duty sparked a 40% increase in online searches for police procedurals and crime dramas, positioning the series as one of the most talked-about British TV shows of the year.