Synthetic humans are here

Did you see the ‘synthetic humans’ being promoted in London this week? The campaign included a brand website for the company producing these robots, Persona Synthetics, a TV advert and interactive window display in Regent Street showing off some of the synth’s features. But for some consumers the future had arrived too soon and social media was a-buzz with comment. It seems many of us are not ready to welcome a synth into the family.

It was of course an intriguing teaser for Channel 4’s new drama ‘Humans’ and a very effective way to launch the series. Will you be watching Humans on Sunday 14 June 2015?

Website: Channel 4 created the spoof brand, ‘Persona Synthetics’ together with a brand website. It gained 420,000 visits in only 2 days.

Facebook page: the brand also has a facebook page to keep potential customers informed which has gained over 6,000 likes.

Twitter account: this has gained over 2,500 followers with the handle @personasynth and using the hashtag #humans

Shop: A shop in Regent Street appeared to be getting stocked for its opening whilst robots placed in the shop window could respond to the natural movements of passers-by using Microsoft Kinect technology. It created plenty of interest and social media activity.

TV advert: the advert extols the virtues of owning a synth but also reveals an underlying layer of disquiet, shown in the reaction of family members when a synth is brought home.

eBay listing: it was even possible to bid for a £20,000 synth on eBay.

Full marks go the Channel 4’s in house department 4 Creative and to OMD UK.