To launch the Lay's limited edition Money Heist: Korea flavours we created a disruptive integrated campaign across many touch points that tapped into the world of the show. Blurring fiction and reality, we heisted our own brand on ground and on social media and when the conversation exploded, we revealed the masterplan through a series of films: the Money Heist: Korea crew had 'snuck into' the Lay’s factory to create the perfect flavors for true Money Heist fans.

Money Heist: Korea – Joint Economic Area is a Netflix original series - the second series in the Money Heist franchise, based on the original Spanish series La Casa De Papel / Money Heist.

Lay’s teamed up with Netflix to reinforce the brand association with in-home, screen-time snack consumption. The mission? To launch three limited-edition flavors inspired by Money Heist: Korea - Joint Economic Area in Saudi Arabia.

Young Saudis (15-35 years old) - Gen Z and Y are a sizable audience-approximately 43% of the population. They drive the salty snacking category, with an opportunity to target them during in-home pm occasions. They are the biggest consumers of video content, approx 70% are regularly streaming content/engaging with streaming services. They are digitally active, spend 3-4hrs per day on social media, highly influenced by trends, active and seek new, exciting & engaging experiences both on-screen and off.

Money Heist:Korea is one of the most popular shows on Netflix in Saudi, so to launch the new flavours our campaign needed to connect with fans in a way that was as captivating and unexpected as the show.

THE LAY’S HEIST

Blurring fiction and reality, we brought the iconic Money Heist characters to the Kingdom and let them heist our own brand, everywhere.

In a daring move, the masked crusaders stole our packs from the supermarket shelves and hijacked our OOH and social media channels—sparking all kinds of crazy fan theories. When the conversation had already exploded, we launched a main film and 3 social media films revealing their masterplan: the MHK crew had 'snuck into' the Lay’s factory to create the perfect flavors for true Money Heist fans.

Young Saudis (15-35 years) are approximately 43% of the population. They drive the salty snacking category, and are the biggest consumers of video content.

To truly connect with Money Heist fans, we had to channel the bold and rebellious spirit of the ‘Resistencia’ into our thinking and do something worthy of a Money Heist Korea episode. So, we asked ourselves ‘What would the Professor do?’

The answer- a disruptive approach that used on-ground and online activations & stunts to deliver a buzzy, entertaining & impactful brand experience. Our campaign was broken into Teaser, Launch and Post launch phases. The objective was to get as much attention as possible by being bold & intriguing in our channel plan & strategy - just like the show. The challenge was ensuring all channels worked well together to deliver an ultimate, unified experience. A mastermind orchestra!

Like every good heist, our teaser phase started with a bang to create mass awareness & impact- an integrated cohort operation where Money Heist: Korea crew hijacked all Lays activities across KSA's cities at the same time- taking over OOH, stealing all the Lay's chips from the biggest supermarkets, hijacking Lay’s digital and social pages to drive conversation.

Once the internet was buzzing with fan theories, our launch phase revealed the masterplan- The Money Heist:Korea crew taking control of the Lay's factory to create three new Money Heist inspired flavours through a main film and 3 social films supported across multiple touchpoints on high reach platforms - TV, OOH, In-store, digital and social.

Post-launch to keep momentum high- our masked crusaders brought the new flavours to people in key cities through a disruptive activation, while the heist continued with a brand integration on MBC's Saudi Idol and a TikTok challenge.

Through a disruptive integrated idea inspired by the show, we positioned Lay’s as the perfect snack to enjoy Money Heist: Korea, and the fans loved it. In a real plot twist, the new flavours were so popular that they ran out in less than a week and had to be restocked.

Numerous media outlets across the region such as Zawya, Esquire Middle East & Eye of Riyadh covered the campaign. Saudi influencers jumped in on the heist to amplify the campaign further.

↑ 2% market share

+12pp TOM

580M media impressions

170M views

4.1K fan videos posted

12.4M reach

+50M organic social media views on TikTok

$194,707 PR value

34,649,650 PR Reach