Why is this work relevant for Media?

Netflix was launching the series 'Trese' in the Philippines. One of its iconic settings was a media station called 'ABC-ZNN.' So Netflix used the building of ABS-CBN, the country's biggest media network, as a giant ad.

Background

Netflix was launching 'Trese' in the Philippines--the first-ever Filipino comic adapted by the platform into a series. Objective: Launch 'Trese' in an unmissable way.

Describe the creative idea / insights (30% of vote)

One of the iconic settings of 'Trese' was a media station called 'ABC-ZNN.'

Describe the strategy (20% of vote)

Given this, to promote the series, Netflix made 'Trese' take over the entire building of the country's biggest media network, ABS-CBN.

Describe the execution (20% of vote)

On the night of June 11, 2021, the word 'Trese' was emblazoned on the building of the Philippines' largest media network. Its logo was changed from 'ABS-CBN' to 'ABC-ZNN.'

List the results (30% of vote)

Media couldn't get over it. 'We can’t even remember the last time advertising for a show had people talking this much.' - Spot.ph 'The marketing team of the anime series pulled its biggest stunt.' - The Philippine Star More importantly, within 24 hours after the idea's execution, 'Trese' became the No. 1 film on Netflix Philippines.