#HAVEAHEISTDAY

Short List
Title#HAVEAHEISTDAY
BrandNETFLIX
Product / ServiceMONEY HEIST PART 5
EntrantGOODSTUPH THAILAND Bangkok, THAILAND
Idea Creation GOODSTUPH THAILAND Bangkok, THAILAND
Media Placement UM SINGAPORE, SINGAPORE
Production THEQUIETLAB Singapore, SINGAPORE
Production 2 NEON FILMS Bangkok, THAILAND
Production 3 DUDE STUDIOS Singapore, SINGAPORE
Post Production NEON SOUND Singapore, SINGAPORE
Additional Company NETFLIX Singapore, SINGAPORE
Additional Company 2 SEENAM HANDCRAFT CO.,LTD. Bangkok, THAILAND

Credits

Name Company Position
Fajar Kurnia GOODSTUPH Managing Partner / ECD / Art Director
Jeremy Chia GOODSTUPH Managing Partner / ECD / Art Director
Pat Law GOODSTUPH CEO
Jason Yong GOODSTUPH Art Director
Kahi Xu GOODSTUPH Associate Creative Director
Adam Kerr GOODSTUPH Copywriter
Putriani Mulyadi Netflix Copywriter
Erik Gunawan GOODSTUPH Associate Creative Director
Antonia Elizabeth Tan Ming Hui GOODSTUPH Regional Business Lead, Project Manager, Producer
Sarah Nurdanita GOODSTUPH Senior Digital Strategist, Producer
Jintapatee Mahaworrakarn GOODSTUPH Project Manager
Soham Adwani GOODSTUPH Tech Lead
Sarah Illingworth UM Group Director APAC
Melliana Utami UM Associate Media Director
Jerome Bigio Netflix Marketing Director, SEA
Nicole Effendy Netflix Marketing Lead, Film & Series, Indonesia
Yilin Lin Netflix Creative Production Lead
Gwendolyn Ang thequietlab Producer
Ian Ng thequietlab Editor
Terence Chan Neon Sound Producer
Edmund Wee Neon Sound Audio Engineer
Mesikan Sornsriwiwat GOODSTUPH Associate Creative Director
Kullanan Wongrawiwan GOODSTUPH Designer
Nichamon Chirapathama GOODSTUPH Art Director
Trang Dang GOODSTUPH Art Director, Illustrator
Adhitya Zulkarnaen Adhitya Zulkarnaen Illustrator
Elfandiary Elfandiary Elfandiary Illustrator
Rukmunal Hakim Rukmunal Hakim Illustrator
Hari Prast Hari Prast Illustrator
Mayumi Haryoto Mayumi Haryoto Illustrator
Erin Dwia Erin Dwia Illustrator
Wastana Haikal Wastana Haikal Illustrator
Riandy Karuniawan Riandy Karuniawan Illustrator
Antonio Reinhard Antonio Reinhard Illustrator
Nibras Ali Husni Nibras Ali Husni Illustrator
Bima Kusuma Bima Kusuma Illustrator
Olivia Yulianne GOODSTUPH Print Producer
Nguyen The Long GOODSTUPH Animator
Eugene Soh DUDE STUDIOS Founder/CEO
Angela Kwek DUDE STUDIOS Creative
Randall Lee thequietlab Managing Partner / Editor
Prapa Suthirawatthananon thequietlab Senior Producer
Simran Kaur thequietlab Editor
Samuel Lim thequietlab Creative Designer
Andrew Kow thequietlab Supervising Compositor
Edmund Fong thequietlab Compositor
Wen Shu Chiew thequietlab Compositor
Corey Spykerman thequietlab Colorist
Mr. Dollach Jerngpattana Neon Films Film Director
Ms. Salinda Wisutkanchanachai Neon Films Executive Producer
Ms. Tanachporn Rakharutai Neon Films Producer
Mr. Pasit Tandaechanurat Neon Films Director of Photography
Mr. Wasawat Chaipatpornkul Neon Films Assistant Director
Mr. Danupon Kumpu Neon Films Art Director
Mr. Somporch Masa Neon Films Prop Master
Mr. Korn Jareonchasri Neon Films Production Manager
Mr.Chonthacha Chotevoratechakorn Neon Films Casting Director
Joshua Tan GOODSTUPH Producer

Why is this work relevant for Integrated?

The brief was to create a movement that unifies the fans, and make the launch of Money Heist’s final season the biggest event of the year in Indonesia. To do that, we coordinated a series of stunts to look like the Professor and the gang were taking over Jakarta. Throughout the campaign, we got fans guessing where they would hit next. Each stunt was signed off with the cryptic “#HaveAHeistDay”. The campaign saw a singular message—that the gang was in Indonesia—spanning social, digital, radio, TV and OOH platforms, including one of the world’s largest LED billboards.

Background

Money Heist is one of Indonesia’s most well-loved shows on Netflix. While it may be the show’s last season, it’s actually Netflix’s first time marketing Money Heist in such a big way, so that passionate Indonesian fans would have a moment to celebrate it. The brief was to create a movement that unifies the fans, and make the launch of Money Heist’s final season the biggest event of the year in Indonesia. We were tasked to launch a campaign that would create conversations about this highly anticipated season among fans, to get non-fans feel like they’re missing out on something big.

Describe the creative idea

To launch the final season of Money Heist in Indonesia, we coordinated a series of stunts to look like the Professor and the gang were taking over Jakarta. Throughout the campaign, we got fans guessing where they would hit next. Each stunt was signed off with the cryptic “#HaveAHeistDay”.

Describe the strategy

We’re speaking to young and connected Indonesians living in Jakarta. Fans love the show because of its wider themes of resistance, rebellion and survival. They’ve grown to become protective of the characters, and are quick to react to anything Money Heist related. That’s because Indonesia has had a long history of fighting: the struggle to gain independence is long past them, but the fighting spirit remains deeply rooted in Indonesians, and helps them cope with today’s challenges. In the show, the gang stands for what they think is right and become rebels in the process. The spirit, or ‘semangat’, of rebelliousness, is what resonates most with Indonesians. We drew this parallel and tapped into this insight for our approach. In a nutshell, the strategy was to ignite the ‘semangat’ of rebelliousness within our fans to make this final season live long in everyone’s memories.

Describe the execution

To create hype, we teased the gang’s arrival with world city clocks that only fans would know as character names. The night before the premiere at precisely 8pm, the Professor sent a 30s message in the city’s largest coordinated media hijack, spanning across social, digital, radio, TV and OOH platforms—including one of the world’s largest LED billboards. We then recruited local artists to create a hyper-localised 360º digital mural filled with 22 easter eggs to pay homage to the gang. We knew fans would find ways to stream the final season illegally. So we created our own illegal streaming site with all the episodes. Fans thinking they hit the jackpot were given an unexpected twist when they watched the first episode. Finally, we created social content around characters fans were talking about the most, as well as an AR filter for fans to be a part of the gang.

List the results

The campaign garnered a whopping 404 million impressions across all the stunts, 15 million engagements and 18% increase in conversations (YOY) The campaign brought Money Heist fans together for the first time ever and conversations around the work we created centred around their love for the characters, saying their final goodbyes and just how proud they were to be Money Heist fans. This had a halo effect on non-fans, who became curious about the hype.

Links

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