Brand | NETFLIX |
Product/Service | NETFLIX LA CASE DE PAPEL |
Entrant | KIJAMII Cairo, EGYPT |
Category | Sponsorship & Partnerships |
Idea Creation
|
KIJAMII Cairo, EGYPT
|
Media Placement
|
KIJAMII Cairo, EGYPT
|
Production
|
MADE IN SAUDI FILMS Jeddah, SAUDI ARABIA
|
Why is this work relevant for PR Lynx?
This campaign was anchored on cultivating a relationship with al Ittihad FC and Netflix' hit show La Casa De Papel in the region, it all took place as a partnership between both parties to surprise, delight and engage the fans of both parties.
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 was to respond to our fans and support what they care about; Their club’s journey to win the King Fahad cup 2018.
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 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 created 3 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.
List the results.
From the first video of the campaign: The Berlin shout out that was picked up by countless sports publications, fans accounts, and TV shows, it was obvious the results will surpass our expectations, then the second video: The Heist posted from Alitihad account being viewed being reuploaded all over the internet and the mugshot posters shared by the players on their personal Snapchat accounts, both Al-Ittihad and La Casa De Papel became synonymous that fans and press alike started referring to their coach as El Professor.
The campaigned garnered 3.8M organic views
Estimated organic impressions of 19.9M
Total engagement of 2.8M
Earned media value 349000$
The campaigned garnered 3.8M organic views
Estimated organic impressions of 19.9M
Total engagement of 2.8M
Earned media value 349000$
Credits
Summer Nazif |
Kijamii |
Copywriter |
Fouad Fallah |
Netflix |
Marketing Manager - MEA |
Rasha Omer |
Netflix |
Brand Editorial Manager - MEA |
Delia Lauret |
Netflix |
Integrative Producer |
Reem El Desouky |
Kijamii |
Copywriter |
kamal mohamed sadek marzouk |
Kijamii |
Graphic Designer |
Zeyad Salem |
Kijamii |
Account Director |
Bahy Abo Elezz |
Kijamii |
Chief Operating Officer |
Mostafa El Agamy |
Kijamii |
Art Director |
Kamal Marzouk |
Kijamii |
Graphic Designer |
Seliman Assad |
Kijamii |
Executive Producer |
Rana Zaki |
Kijamii |
Head of Multimedia and Production |
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
Video URL