READY FOR CHAOS? THE GANG IS BACK.

ClientNETFLIX
Category A05. Media / Entertainment
TitleREADY FOR CHAOS? THE GANG IS BACK.
Product/ServiceMONEY HEIST
Entrant HEIMAT ACTIVE Berlin, GERMANY
Idea Creation HEIMAT ACTIVE Berlin, GERMANY
Idea Creation 2 HEIMAT ACTIVE Berlin, GERMANY
Media Placement WAVEMAKER Düsseldorf, GERMANY
Media Placement 2 KINETIC Munich, GERMANY
Additional Company MEDIA FRANKFURT, GERMANY
Credits
Name Company Position
Flo Hoffmann heimat active GmbH Managing Director
Alexander Stauss heimat active GmbH Chief Creative Officer
Justin Pettit heimat active GmbH Creative Director
Gustavo Sato heimat active GmbH Senior Art Director
Theresa Wlokka heimat active GmbH Senior Copywriter
Aaron Mccammon heimat active GmbH Content Creator
Melina Bollinger heimat active GmbH Art Director
Livia von der Heide heimat active GmbH Social Media Director
Viktoria Zielinski heimat active GmbH Account Director

Why is this work relevant for Direct?

The series Money Heist by Netflix is a show with a strong fanbase in Germany and throughout the world. For the launch of season 3 we connected to the fans by surprising with a directly targeted activation that had a high relevance to the season 3 of the show Money Heist.

Background

'Money Heist' (Spanish: La casa de papel) is a Spanish heist crime drama series streamed on NETFLIX. The initial plan was to tell the story in two parts. In April 2018 NETFLIX released the second part with a closed end. However, the immense success of the series and the sympathy for its protagonists (The gang) led to a sequel and release of season 3 on July, 19th on the streaming platform. The task was to promote the new season 3 and tell the fanbase 'The gang is back' with the objective to make one of the biggest shows of 2018 even bigger in 2019.

Describe the creative idea (30% of vote)

Fans thought the story of Money Heist was over after the end of season 2 and the gang got away with 2.4 billion Euro. Until Netflix teased season 3 and the fans went nuts. The gang had to return for a new mission and being spread out over the world they would eventually land at an airport. We created a launch activation at Frankfurt Int Airport, one of the worlds busiest airports and Germanys' financial capital to let the fans know that the gang is coming back. We took over the terminals with branded suitcases filled with money on the baggage claim belts. Additionally we had an extensive DOOH campaign of wanted posters supporting the activation. The activation paid into the campaign line "READY FOR CHAOS?".

Describe the strategy (20% of vote)

We used the storyline of the show and it's ending in season 2 that the gang is spread around the world. Now they have to return and are wanted by the officials, we used this to create buzz with our activation by communicating with WANTED posters at Frankfurt Int. airport. In contradiction we then added the branded suitcases with the characters names at the baggage claim, which caused confusion and excitement with the passengers and fans.

Describe the execution (20% of vote)

What more secure place to look for criminals than at the Frankfurt Airport, where we placed wanted posters and surprised the fans via an activation custom made for the baggage claims at all major terminals at Frankfurt Airport. As the characters of the show were spread across the world and they are named after cities the airport was the perfect place to activate and raise awareness of the gangs return. Bold red steel suitcases caught the passengers curiosity and even more when they noticed the money inside.

List the results (30% of vote)

The suitcase activation spread globally due to media placement on Frankfurt Airport and its international passengers. We count: 1Million passenger views. 4 theft attempts of the suitcases, two of these successful. Original content was created by fans in a restricted security area and shared on Social Media. On Social Media we counted: 353,000 likes 6,100 comments 360,000 interactions.