|Title||RED NOTICE SHOP|
|Product / Service||RED NOTICE|
|Category||A04. Media / Entertainment|
|Entrant||DDB MUDRA Mumbai, INDIA|
|Idea Creation||DDB MUDRA Mumbai, INDIA|
|Additional Company||CAB EXPERIENCES Bangalore, INDIA|
|Rahul Mathew||DDB Mudra Group||Creative|
|Debashish Ghosh||DDB Mudra Group||Creative|
|Arcot Rahul||DDB Mudra Group||creative|
|Mahima Mathur||DDB Mudra Group||Creative|
|Roy Sebastian||DDB Mudra Group||Creative|
|Akanksha Mishra||DDB Mudra Group||Business Executive|
|Shubhita Aggarwal||DDB Mudra Group||Business Executive|
|Sanchari Chakrabarty||DDB Mudra Group||Strategy|
|Mallika Yamdagni||DDB Mudra Group||Strategy|
|Manish Darji||DDB Mudra Group||Creative|
|Pallavi Chakravarti||DDB Mudra Group||Creative|
|Aditya Kanthy||DDB Mudra Group||Strategy|
|Gaurav Magotra||DDB Mudra Group||Business|
The Red Notice Shop was strategically designed to target and appeal to larger audiences – those who weren’t convinced from the trailer and pre-launch promotions. Unlike conventional approach (heavy pre-launch investment), we focused impetus on a ‘big moment creation’ post launch, to ride on the title’s International appeal, star-cast equity, and rising popularity in creating appeal. The idea was to ‘show-don’t-tell,’ that enabled potential viewers to overcome any and every inhibition by experiencing the title for themselves. Moreover, the idea was to get these viewers curious, intrigued and even feel FOMO by dialling up talkability, pop-culture impact and visibility.
Netflix is a leading OTT streaming platform known for creating and curating powerful, entertaining content for people globally. Moreover, Netflix has been in the digital limelight in India since the past couple of years, shaping and driving conversations not just for their unique content roster, but also the larger-than-life impact they create with their titles. Every big release strives to tap into the expectations of Indians who’re culturally conditioned to Bollywood’s idea of bigness – while staying true to their brand ethos. So to promote Red Notice, the biggest heist movie in Netflix history starring Ryan Reynolds, Dwayne Johnson and Gal Gadot, Netflix wanted to weave together a truly memorable narrative. And create conversations by making a pop culture worthy moment come to life.
To promote the biggest and slickest heist movie of the year, we didn’t want to create just another conventional movie marketing campaign. Piggybacking on the steadily increasing buzz around Red Notice, we wanted to tap into the rising curiosity of fans. We didn’t just want them to go watch our heist flick, we wanted them to experience first-hand, the adrenaline rush of a heist. So, we created a pop-up shop with absolutely droolworthy items for the taking, that people could have for FREE. But with a catch. They had to steal them, without getting caught.
We wanted to drive intrigue by creating an accessible experience for: • Legacy fans: existing fan equity of Dwayne, Gal & Ryan • Non-viewers: other OTT content platform viewers • On-the-fence viewers: those with niche and/ or specific content preferences, especially on Netflix • Late-movers: actively seek and/or respond to established trends Receding COVID infections had brought a surge in revenge travel, revenge shopping and other live experiences - so much that tickets to concerts and events, like NH7 Weekender and India Bike Week sold out in minutes. Moreover, it’s a universal fact that passionate viewers fantasize about enacting their favourite movie characters or plots. So, we created an opportunity to experience the thrill of Red Notice before watching it – by letting people be a part of an actual heist. And left an indelible mark, lodging Netflix and Red Notice in memory of fans for good.
Event set-up: The Shop was brought alive in a 3000 sq. ft. retail space in one of Mumbai’s biggest malls, Phoenix Palladium. The space was guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and security associated with Heist movies. Prizes included goodies, tech delights, movie merchandise and most importantly – three precious gold Faberge eggs with exclusive rewards inside. Announcement promo: To introduce the shop to fans, a promo was created and shared far and wide by famous Bollywood villains, musicians, comedians and an army of influencers. Announcement amplification: We even created a series of fun ‘How to steal’ tutorials with them to create intrigue. Event visibility: On-ground, thousands of fans, and celebrities tried their hands at stealing, generating hours of fun footage which we repackaged into slick, short heist edits to share on social daily.
With 100k+ participants stealing goodies worth INR 5.5 million in just 36 hours, the Red Notice Shop became Netflix’s most participated on-ground event globally. Generating 100k+ organic conversations (referrals & reactions), 10k+ tweets, 230+ stories from online publications and UGC content, the shop left an indelible mark online driving 19 Million+ impressions on Instagram in just 3 days. It was celebrated by Indian publications (CNN-News 18, ET Times, Financial Express and Miss Malini) and International publications (Campaign Brief Asia, LBB India & APAC) garnering earned media worth INR 10 Million. Red Notice saw a 25% viewership bump during the event weekend itself! And the shop gained such fame that it directly drove 35% of conversations around the movie, making it the only Global title to trend in India’s ‘Top 10’ list for 10+ weeks.