Why is this work relevant for Brand Experience & Activation?

Netflix was launching the final season of 'Money Heist' in the Philippines. How do you promote it? By heisting actual Philippine money (without damaging them), enabling any Filipino with a mobile to experience turning any bill into an ad for the show.

Background

Promote the final season of 'Money Heist' in the Philippines.

Describe the creative idea (20% of vote)

To promote its finale, Netflix took the title seriously. Presenting: Literal Money Heist. All Philippine peso bills, front and back, were turned into ads for the show with an AR filter on Instagram. Each side showed a different iconic scene from the series, encouraging the user to see 'Money Heist.'

Describe the strategy (20% of vote)

The audience were Filipinos not necessarily fans of Money Heist, to recruit them into watching the series.

Describe the execution (30% of vote)

The Money Heist Filter was made available on the Netflix Philippines IG page. All Philippine peso bills--front and back--could be heisted, transforming into ads for the show.

List the results (30% of vote)

Results: *659,300+ impressions in just a week, 3x THE AVERAGE OTHER FILTERS GET IN A LIFETIME. *Became Netflix Philippines’ best performing filter. More importantly, within 24 hours of launching the series, 'Money Heist' became the No. 1 title on Netflix.