2019 Winners & Shortlists

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. We wanted to create a reactive campaign bringing the two fandoms on one platform.

Describe the creative idea.

We had three videos, 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 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 through out the Ittihad team matches in the Kings cup. Our concept was "Lets win this cup" and each video delivered the message with a twist depending on the teams status in the cup.

Describe the execution.

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.

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 programmes, it is safe to say that the campaign achieved a high reach. The campaign garnered 3.8M organic views Estimated organic impressions of 19.9M Total engagement of 2.8M Earned media value 349000$