New TV show was coming on national television done in a never seen before manner. We had to do teasing campaign, without revealing the plot of the show, as well as the campaign during running period.
During the teasing phase we focused our campaign on the cast of the show and usual recognizable symbols from this type of thriller-detective series. During the running period, we were recapping past episodes and trying to guide audience into questioning what will happen next, often misleading them in order to create the surprise element when new episode was aired. Youtube channel was used for teasers and trailers for new episodes and recaps of past episodes.