Why is this work relevant for Media?

The Money Heist Season 5 India campaign straddled every medium there is, and with creative innovations in all of them. From print ads that had stickers as memorabilia, to live events that media picked up, to digital, to social, to direct, to music video, to tv, the campaign was one of the largest Netflix India marketing efforts.

Background

Money Heist, one of the most popular Netflix shows, gathered fandom like no other. For this global phenomenon’s swansong, Netflix wanted to celebrate the people who had turned the show into this phenomenon. So with a show available in Hindi, Tamil and Telugu languages, Netflix India wanted to use Money Heist’s final season to orchestrate the biggest ever new customer acquisition heist. Additionally, we also wanted to show that for a non-Spanish speaking country like India, the Spanish in Money Heist itself would be no constraint, as Netflix was introducing numerous language dubs in India for the first time with Money Heist. This was necessary to ensure that Money Heist would live on long after its final episode was watched – being the big cultural phenomenon that it was becoming, celebrating the fans of that culture would ensure that future audiences would come to Netflix

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

The idea was to showcase how broad-based the fan following was and how all-consuming their desire was to find out what happened in Season 5 of Money Heist – from the average person wherever they were to India’s varied world of celebs, across sportspersons, actors and singers. It was also important to showcase how that was becoming their sole pursuit to find out, and therefore to show how the brotherhood of Money Heist in India just absolutely could not wait to lay eyes on the final season. “Jaldi Aao” (meaning come soon) – the fans’ anthemic tribute to the show, which captured the sentiments of the huddled, expectant masses before the release of the last season. The fans could wait no more. Globally renowned DJ & musician Nucleya created a smashing rendition of a lovelorn Indian fan’s ode & plea to Money Heist in “Jaldi Aao”.

Describe the strategy (20% of vote)

The main TG for the campaign were the fence-sitters who hadn't yet subscribed to Netflix, thinking it's not for them. By creating the ultimate fandom and creating FOMO in the fence-sitters and by showing them that they could actually watch the show in their own language, we wanted to convince them that it's for them. The idea was create disruption in every media we were present in.

Describe the execution (20% of vote)

The campaign was implemented across India. The campaign ran on all digital platforms, music channels, and leading daily newspapers. The campaign ran from September 2021 to December 2021. It was the biggest ever campaign for a show in India.

List the results (30% of vote)

The Results 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 14 weeks and became the best ever global title performance in India. ‘Jaldi Aao Anthem’ garnered a total of 43.5 million views. We reached 20891.91M impressions overall SUPERS: 1000+ press stories 1600+ major influencers 36% increase in YouTube subscribers 24% increase in Instagram followers