Why is this work relevant for Integrated?

For a campaign to be successful, it is important for it to tap into multiple marketing channels, creating a buzz amongst a wide audience. Money Heist, one of the most popular Netflix shows, gathered fandom like no other. Netflix leveraged its popularity across channels by creating a consistent fan experience across ATL, BTL, and Digital channels through traditional and innovative storytelling formats. While driving conversations from Social Media and TV to Print, OOH, and Activations, the campaign explored multiple marketing channels with a core focus on the fandom which was eagerly waiting for the final season

Background

A genius strategy for a genius show. Netflix was going live with Money Heist’s last season in India – Season 5. There was anticipation amongst the fans, giving the show the potential to resonate with a diverse crowd. Netflix wanted to celebrate the fandom that the show had gathered and wanted the campaign to capture the fans’ overall sentiments. The key goals for the campaign were to: Celebrate the fans Drive big conversation Highlight “best stories from around the world” Expand audience reach Ensure the franchise lived long beyond its release

Describe the creative idea

From Jaldi Aao to India Bole Ciao. Netflix wanted to play on ‘Bella Ciao’, right from building anticipation during the release of Vol 1 of the last season to India bidding goodbye to its most favourite show during the release of Vol 2 of Season 5. During the first phase of the campaign, Netflix released ‘Jaldi Aao’, a video capturing the sentiment of the masses before the release of the last season. Everyone was anxious and patiently waiting for the show long enough and they could wait no more. With ‘India Bole Ciao’ which means India says goodbye, the campaign intended to celebrate the franchise that has taken the hearts of countless Indian fans. All in a way that was unique to India. They also wanted to make sure that Money Heist celebrates its fans and makes them feel special. They wanted to

Describe the strategy

Recipe for a power-packed delivery The campaign was aligned cross-functionally across ideas: - The Money Heist anthem was pushed on social media, also got press coverage through Nucleya interviews and Big Boss integration on TV. - In a BTL activation, they rang the Bombay Stock Exchange Bell, with superfans in jumpsuits and masks. - Partnering with Mumbai’s Municipal Corporation (BMC) and Mumbai Police to promote wearing masks during Covid, they gathered press coverage and UGC around the message, ‘It's not over yet. Keep your masks on.’ - Through social media contests with celebrities, they got organic engagement and UGC - Going OOH with Graffiti at popular locations got press coverage and fan/celebrity engagement on social media - The campaign got an influencer fan an opportunity to meet The Professor, which generated chatter across channels - Turning to Print Media, they launched the first-of-its-kind sticker newspaper as memorabilia for the fans.

Describe the execution

Going big bang with all the jing bang, for mega impact. Money Heist explored a lot of brand partnerships with the likes of Pepsi, MTV, etc. to expand the audience reach. They heavily used influencer marketing to tactically reach out to a diverse fan base. This included influencers and celebrities such as Nucleya, Anil Kapoor, Hardik Pandya, Rana Daggubati, Shruti Hassan, Radhika Apte, Vikrant Massey, Bhuvan Bam, and Ayushmann Khurana. Much was implemented right before and after the release of the two volumes of the last season. The timing of the assets became critical in order to reduce possible clashes, making them flow steadily to keep the conversation going. The campaign amplified the conversation online and offline, through graffiti, sticker newspapers, mask distribution, and Pepsi cans. Running all the assets across social media, the campaign intended to create both hypes before and after the releases.

List the results

The campaign reached 20,891.91M impressions through 990+ press stories and 1600+ influencers. Before and after the release of the two volumes of the last season in September and December, 21 assets were released on owned platforms which generated 59M impressions. Before Vol1 launch, we saw significant growth on all channels - 36% increase in median subscribers in last two weeks before Vol 1 release on YT; 24% increase in followers on IG; Money Heist was top-performing content. During phase 1, ‘Jaldi Aao’ got 43.5 million views and 200 press mentions. In phase 2, the #IndiaBoleCiao contest distributed merchandise to 40,000 fans. Part 5 outperformed all previous Money Heist seasons in India with a 43% increase in viewership. Of which 40% consumed the Dubs. Money Heist was in the top 10 for for 14 weeks and became the best ever global title performance in