Why is this work relevant for Media?

Netflix wanted to promote 'Trese,' a series on a woman who fights evil supernatural creatures. It came out with tarpaulin billboards of the show featuring the woman...only to be found mysteriously torn apart just days after. Who could've done this, Filipinos asked. By creatively using tarp billboards as a medium, Netflix made Filipinos watch the creatures from the netherworld who may have, and 'Trese.'

Background

Netflix wanted to promote its newest title 'Trese.'

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

'Trese' is a series on a woman who fights evil, supernatural creatures from lower Philippine mythology.

Describe the strategy (20% of vote)

Wanting to cast a wide net of viewership, Netflix decided to publicize the title using billboards--a medium that gets millions of eyeballs a day because of traffic Manila is infamous for.

Describe the execution (20% of vote)

The clean billboards were mounted on May 28, 2021 in 20 billboard sites in major cities all over the country. Days later, they were defaced, intriguing Filipinos

List the results (30% of vote)

Media couldn’t stop talking about it: ‘Supernatural’s doing or one of Netflix’s brilliant publicity stunts?’ - Tatler ‘Trese’s marketing campaign deserves its own award.’ - Esquire More importantly, within 24 hours after its release, ‘Trese’ became the No. 1 film on Netflix.