Why is this work relevant for Brand Experience & Activation?

Stealing a 450-ton, 100-foot landmark, Netflix launched the title 'Red Notice' with a stunt, activating Filipinos to make it No. 1 on the platform.

Background

Netflix was launching 'Red Notice,' a film where three con artists race against one another to steal Cleopatra's bejeweled eggs. Objective: Launch 'Red Notice' in the Philippines in a big way.

Describe the creative idea (20% of vote)

Steal the biggest round landmark in the Philippines, the SM MOA Globe: weight: 450 tons, height: 100 feet.

Describe the strategy (20% of vote)

Target were Filipinos who are not on Netflix, making them go to the platform to watch 'Red Notice' after experiencing the stunt.

Describe the execution (30% of vote)

PLANNING THE CON Netflix put up a fake construction site which included a 100-foot board-up to hide the globe. THE CON BEGINS Hired netizens posted manipulated videos and photos showing the globe being stolen by a helicopter, as well as images of the seemingly empty site it left behind. SM, the owner of the globe, joined Netflix in the stunt by releasing an official statement confirming the landmark's theft. Credible news sites immediately picked it up. The internet goes wild. THE CON REVEALED After 8 hours, the globe was seen being returned in a manipulated TikTok video. Netflix Philippines' official page confirmed that the thieves were the 'Red Notice' stars, promoting the release of the title in the Philippines. The board-up is dismantled, turning the globe into one of Cleopatra's bejeweled eggs.

List the results (30% of vote)

1. The stunt was the No. 1 trending topic on Twitter for 12 straight hours. 2. The film on it was organically shared 600,000 times. 3. The idea amassed USD 602K earned media values. 4. The activation achieved 1.3M total engagement in just 1 night. 5. Thousands of memes were created by Filipinos on it, brands rode on its popularity on social media, and international and local celebrities reacted to it with their posts. Most importantly, because of the idea, 'Red Notice' overnight became the No.1 film on Netflix.