Context

After a nearly 20-year hiatus, Frasier was returning with a new series on Paramount+. But with the SAG-AFTRA strike limiting talent participation, we needed to bring the iconic character back to life without relying on new content from Kelsey Grammer.

Challenge

How do you bring back a beloved character when you can’t create new content with the actor?

Insight

As a radio psychiatrist, Frasier spent years listening to people's problems and dispensing advice from the other side of the phone. Decades later, his advice is still remarkably timeless.

Strategy

Turn long-time listeners into first-time callers by giving them a direct line to Frasier’s infinite wisdom.

Execution

THE FRASIER ADVICE LINE

We launched an automated hotline featuring Frasier’s best bits of wisdom from across the series, giving fans a new way to hear from the character they loved.

To launch it, we revealed the phone number at the end of a classic scene of Frasier hosting his radio show, making it feel like fans had discovered a secret line straight to him. Calls began flooding in.

Three days later, we teased the number again, scrawled on a bar napkin as a nod to Cheers.

A week later, a carousel of questions teased the kinds of problems Frasier could solve, giving fans one more reason to pick up the phone.