2019 Winners & Shortlists

NETFLIX-LA CASA DE PAPEL

BrandNETFLIX
Product/ServiceNETFLIX LA CASE DE PAPEL
EntrantKIJAMII Cairo, EGYPT
CategoryUse of Social Platforms
Idea Creation KIJAMII Cairo, EGYPT
Media Placement KIJAMII Cairo, EGYPT
Production MADE IN SAUDI FILMS Jeddah, SAUDI ARABIA

Why is this work relevant for Direct?

The whole campaign came to life as a result of listening closely to our community and actively taking part in their conversations. Once a relevant brand-love insight was picked up, our plan was to immediately leverage this insight and to directly respond, exclusively, to this specific passionate community. The sole aim of the campaign was to feed the fans’ love to our show and delight them with a highly tailored content inline to the evolving context.

Background.

As soon as La Casa De Papel (Money Heist) launched on Netflix MENA, it became an integral part of the conversation in the region and soon enough it rooted itself in the Saudi pop culture. Dali masks have been spotted everywhere and the character of “El professor” became a cultural icon referring to the show. The show’s madness reached new levels when Al Ittihad FC fans used a La Casa De Papel inspired tifo during a game, celebrating the resemblance between the club’s manager and El Professor prompting Netflix to embark on a reactive campaign with the intention of bringing the two fandoms on one platform.

Describe the creative idea.

The idea started from the insight of celebrating alongside the fans of the club and the show through their journey to win The King’s Cup in 2018. There were three videos, First, we started by addressing a good luck message from one of the show’s fan favorites “Berlin” (Pedro Alonso) to the club and its fans. We then recreated one of the most iconic La Casa De Papel scenes; the heist plan with the club’s manager and star players in the roles of El Professor and his gang as they planned their way into winning the cup before the final game. To conclude the campaign, we celebrated the club’s win by releasing an asset inspired by another iconic scene from the show (the mugshot scene) featuring the players.

Describe the strategy.

A build up content-led strategy using multiple video content, each tailored to the status of Al Ittihad team in the King's cup. The objective was increasing the engagement with the fans throughout the Ittihad team matches in the Kings cup. Our concept was "Let’s win this cup" and each video delivered the message with a twist depending on the team’s status in the cup.

Describe the execution.

We created 3 videos. We started with a video for Berlin the fans favorite from the show, wishing them as well as their club the best of luck, then we recreated one of the most iconic La Casa De Papel scenes, The planning of the Heist, with their coach and players instead of the professor and his gang planning to get the cup before their final game. We also had a photo-shoot of the players as mug shots in reference to the iconic visual from the show for the players to post on their channels, then finally we posted the video of those mug shots as a congratulatory asset, less than an hour after Al-Ittihad won the cup.

List the results.

Although it is very difficult to measure the actual reach of a video on Twitter, seeing that the videos combined were viewed more than 3 M times organically, the videos were being picked up like news on sports publications, online platforms, and TV programs, it is safe to say that the campaign achieved a high reach. The campaigned garnered 3.8M organic views Estimated organic impressions of 19.9M Total engagement of 2.8M Earned media value 349000 $

Credits

Name Company Role
Fouad Fallah Netflix Marketing Manager - MEA
Rasha Omer Netflix Brand Editorial Manager - MEA
Delia Lauret Netflix Integrative Producer
Summer Nazif Kijamii Copywriter
kamal mohamed sadek marzouk Kijamii Graphic Designer
Reem El Desouky Kijamii Copywriter
Mostafa El Agamy Kijamii Art Director
Kamal Marzouk Kijamii Graphic Designer
Seliman Assad Kijamii Executive Producer
Rana Zaki Kijamii Head of Multimedia and Production
Zeyad Salem Kijamii Account Director
Bahy Abo Elezz Kijamii Chief Operating Officer
Ivo Mosertman Self employed Director
Thibaud Danton Self employed DOP Lighting Cameraman
Kareem Hossem Kijamii Senior Account Manager
Nouhad Hachicho Made in Saudi Producer
Links
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