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.