Drama serves as an important function in connecting audiences, through a shared emotional experience.  The intention of this campaign was to build RTÉ’s association with high quality local drama.

The brand objective​ was to leverage Irish drama to strengthen our image for high quality entertainment.  The communication objective​ was to get our valuable family segments to consider RTÉ, more often, as a destination for high quality drama, (especially versus Netflix who is this audiences first ‘go to’).  The paid objective was​ to build RTÉ’s association with high quality, entertaining drama amongst families and to drive consideration of our marquee dramas airing in the Autumn amongst families. 

For the launch spots an actor plays a different role in each spot. He explains why local drama is different, while involving himself in dramatic characters and scenarios that are more familiar, therefore more dramatic. The actor will talk to the collective moment in each execution with his final line to camera, where he now says in both scripts: “...and that’s all anybody will be able to talk about.” which leads nicely into the VO line “A new season of local drama only on RTÉ".

Tracked by the Audience Reaction Panel below are some of the results achieved - ​

'Irish drama is for someone like me' scores increased from Kin to Smother, rising from 39% to 62%. ​Increased score for ‘has good quality drama’ from survey 1 to survey 3, rising from 39% in to 58% by survey 3 (+19%). ​

RTÉ are seen as second to Netflix for producing great quality drama, against all other major broadcasters including Amazon, Virgin, YouTube, BBC & Channel 4. 

Kin was most successful drama since Rebellion in 2016 (626 & 38.3%), outperforming previous dramas such as Love/Hate, Smother and Striking Out S1/2 across TV and Player.​