Fox: Deep State Pan-European Marketing Campaign

FOX Network Group Europe & Africa (FNG E&A), a television company, successfully educated, ignited interest in and engaged a notoriously hard-to-reach European audience.

The Challenge

In April 2018, FOX Network Group Europe and Africa (FNG E&A) launched a new big budget drama, DEEP STATE. This was no ordinary premiere, however. As DEEP STATE was FNG E&A’s first regional commissioned drama and notably, the first time the company had created its own premium drama series outside of the US.

FOX had a lot riding on the original newcomer, both in terms of investment (£1.5-£3m per episode to produce) and because the series success would act as a benchmark for future projects. Not only this, but being a screen-original meant the advantage of previous shows...

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