| Title | SPEAK LIKE THE PATRÓN |
| Brand | NETFLIX |
| Product/Service | NARCOS SEASON 2 |
| Category |
C01. Use of Digital in a PR campaign |
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Entrant
|
NETFLIX Amsterdam, THE NETHERLANDS
|
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Idea Creation
|
WE ARE SOCIAL Milan, ITALY
|
|
PR
|
NETFLIX Amsterdam, THE NETHERLANDS
|
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Production
|
NETFLIX Amsterdam, THE NETHERLANDS
|
Credits
| We Are Social |
We Are Social |
Creative Agency |
| Francesca Feller |
We Are Social |
Account Director |
| Elisabetta Andreoli |
We Are Social |
Senior Account Manager |
| Riccardo Bonetti |
We Are Social |
Senior Account Executive |
| Alessandro Sciarpelletti |
We Are Social |
Editorial Director |
| Simona Melani |
We Are Social |
Editor |
| Luca Scremin |
We Are Social |
Junior Writer |
| Gabriele Caeti |
We Are Social |
Creative Director |
| Daniele Piazza |
We Are Social |
Creative Production Director |
| Stefano Cucinotta |
We Are Social |
Senior Creative |
| Andrea Fumagalli |
We Are Social |
Senior Art Director |
| Marco Bertoletti |
We Are Social |
Designer |
| Babbel |
Babbel |
Media Partner |
The Campaign
We created an entire Spanish lesson inspired by the world of Narcos with Babbel, one of the leading apps for learning languages.
Execution
Creation of a custom demo lesson in 6 languages (ENG/FR/DE/IT/PT/SWE) active since Sept. 5th 2016. Development of about 1 month and a half, online from Sept. 5th 2016. Demo still online.
Communication activity started the launched day globally. Social - FB/TW/IG country Netflix and properties Babbel - PR - press release launched by Netflix and Babbel, editorial - articles on Babbel magazine -, CRM e DEM.
RESULTS
media coverage: 1 Billion worldwide
social reach: 32,7M
new app users: +100K
The Situation
It's the first example of collaboration between an entertainment brand like Netflix and a language learning tool, built on a real social insight: today tv series are the first approach to learn a new language.
The Strategy
Starting from insight: the tv series are always detect more valid allies to learn a language. This is also confirmed by Narcos: following the first season a large number of users have confirmed that they were learning a few phrases in Spanish thanks to the show.