Sky - The Fear Index

The Fear Index

The Fear Index

  • Creative
  • Digital
  • Social Media
  • Audio Visual
  • Design

The Challenge

Deliver a social campaign that drives awareness, intrigue and talkability around a new Sky original – The Fear Index. Positioning the show as a must-watch miniseries for psychological thriller fans.

Creative Strategy

To entice viewers, we created a range of social assets which highlighted its genre and killer cast. The show is about fear, the characters experience fear and the show itself is fear-inducing for the audience, so we wanted to heighten the fear within this campaign. The show also raises many questions, so we played on this and manipulated our audience’s thoughts to create a highly engaging campaign.

A short burst of awareness driving assets dropped pre-release and a reactive plan drew on key talkability points post-release.


With more than enough high-quality content across Sky's social media channels, our campaign drove desire to binge at launch and FOMO throughout the following weeks.