Peaky Blinders Season 6: Tommy’s Final Orders

Client: BBC | Peaky Blinders

Peaky Blinders has grown organically from a slow, early start on BBC Two in 2013 to become one of the BBC’s most loved original dramas.

Unfortunately for the BBC, the greatest traction with the show, especially from the core audience of 16-34s, had come from its distribution on Netflix, where 16-34s spend 60% of their daily viewing time. Unusually for the on-demand generation, their behaviour towards Peaky Blinders was one of deferral. They are prepared to wait until content is Netflix-ready. This was the last season of Peaky Blinders, last chance saloon for the BBC. We needed urgency and peaked passions with everything flipping viewers to watch BBC platforms before losing the all-important 16-34s to Netflix. Our goal: attract 200k lapsed 16-34 iPlayer users. Our campaign was a rallying call to arms, led by Thomas Shelby himself – his ‘Last Orders’ – built entirely around activating fandom, from rich integrated IRL activations to taking fan art to the masses. Tommy’s last orders delivered bigger than a bang from Tommy’s revolver. Peaky Blinders became the 2nd most requested drama on iPlayer of all time, and most importantly it brought the lightest users back to iPlayer.