Why is this work relevant for Media?

The work is a first-of-its-kind innovation executed in Print medium where the Print ad was delivered as Money Heist memorabilia in the form of a sticker paper, to its Fans. The innovation celebrates fandom and successfully drove a loyal customer base for Netflix in India.

Background

Money Heist has been one of the most successful IPs of Netflix. The final season of Money Heist was going to stream on Netflix, bringing the story of The Professor and his gang to a dramatic close. The crime drama, which hails from Spain, had become both an international and local sensation, amassing legions of die-hard fans. While this was the most anticipated season for the fans of Money Heist, this was also our last chance to leverage the strength of the IP to bring the non-fans of Money Heist on the platform through enough buzz around it. Objective 1 – We wanted to celebrate the love expressed by the fans of Money Heist Objective 2 – Create enough excitement amongst the non-fans to make them sign up for Netflix and watch Money Heist.

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

We knew our fans had made a huge degree of investment with this show and had a deep emotional attachment with the characters and moments of Money Heist. We needed to celebrate this and offer them a unique experience. Our creative idea was deep-rooted in the insight that when a fan is made to feel special, they share their experience with others which makes them feel more elevated and gratified. It is a sense of pride and contentment in sharing back their experience through shared enthusiasm. From the virtual realm of communication, we wanted to extend the fandom into the real world. We went about creating “physical memorabilia” for our fans. A Souvenir to remember the journey.

Describe the strategy (20% of vote)

The core audience for our campaign was in the demo 18-34 in cities like Mumbai and Delhi. They were: 1. Existing Fans 2. Non-Fans: We chose to leverage the conversations that existing fans would drive to create a FEELING OF MISSING OUT (FOMO) amongst the non-fans, and tempt them to buy a Netflix subscription to be a part of the conversation. We created one-of-a-kind, where we printed a Money Heist ad with a twist! We created a bank of interesting moments and the favourite characters from the series and turned them into stickers that could be easily peeled and pasted. A physical souvenir to be distributed at scale. This was a challenging task. We decided to harness the power of Print which is the only form of physical mass-media and a powerful medium in India. Reach was critical for this activity, we went with the No.1 publication Hindustan Times.

Describe the execution (20% of vote)

In a first-of-its-kind innovation, we created a newspaper ad as a collectible innovation! The cut-outs of the Money Heist characters could be pulled out from the newspaper and used as stickers by the fans of the show, literally bringing the beloved characters into people's homes. Creating stickers with adhesive and perforation, on a newspaper, had both technological and timeline constraints. It couldn’t be executed on regular newspaper printing machines as gumming and pasting wouldn’t allow us to do so. Quality stickers demanded special paper too. Delivered with perfection to more than 5 million homes, these papers were manually folded as machine did not support folding of this thick paper either. From conceptualization to the final delivery, it was a 45-day long process. Money Heist fans of Mumbai and Delhi woke up to a sweet surprise as they found their favourite Money Heist characters delivered as collectibles with their morning news!

List the results (30% of vote)

● WE NURTURED THE SHOW’S FANDOM - The response to the activity was overwhelming with fans celebrating it on social media. The activity generated the HIGHEST NUMBER OF CONVERSATIONS around a campaign for Netflix in India ever. ● The 4th Dec Edition of the Hindustan Times in Delhi & Mumbai sold out by noon, with fans wanting to get their hands on the paper. ● THE STRATEGY CREATED THE MUCH ANTICIPATED HYPE around the show and Season 5 outperformed all previous Money Heist seasons in India from a viewership standpoint - notably P3 with a 43% increase. PART 5 RANKED #1 AMONG RETURNING SEASONS GLOBALLY, INCLUDING INDIA. (Source: Client Data) ● ORGANIC PR - Overall, 990+ press stories were garnered through the whole campaign and reached 20891.91M impressions through news and overall 1600+ influencers picking up different beats of the campaign.