Netflix #Stranger80s campaign was reported by Italian media as “historical”, “pure genius”, “an unprecedented media operation”.

For the launch of the 3rd season of the 80s set series Stranger Things, a cult show for 18-34s, we needed to take its coolness to a higher level and to expand the show appeal among an older demographic.

Thanks to a unique partnership and a completely new use of TV, Netflix took over a terrestrial channel and sent it back to the 80s, un-scheduling historical programs for the first time, to entice older viewers through nostalgia and announce the Upside Down was back.

Italy’s most-watched Netflix series, Stranger Things, pays homage to the most iconic films and references of the eighties and had become a pop culture phenomenon that gave life to its own fashion style. The season 3 launch needed to outcool its fame among the source of business (18-34 internet users, interested in series, mainly living in biggest cities and with a medium-high education; 6.4mil) and spark interest among a wider target (35-44/or + extra potential 22+mil.).

Launch timed with a vibrant streaming platform competitive arena. Amazon PV was doubling advertising budgets, Sky was releasing super qualitative series like Chernobyl, Gomorra, Game of Throne last season. St3 needed to stand out from this crowded scenario requiring an innovative use of media, veering to TV specifically as it has the highest penetration across required demographics.

Objectives were: to increase reach, awareness of release date, intention to watch, desire to subscribe.

We used the 80s to generate a cross-generational conversation, drawing a parallel between the setting of Stranger Things 3, the summer of 1985, and the same period in Italy.

In 1985 in Italy Berlusconi’s newly established private TV channels were at their peak. After decades of conservative national TV, Mediaset presented Italian families with a fresh variety of shows and films, mostly from the US. Channels brimmed with glamorous shows and Italia 1 was a vertical channel on Young Adults and children, with a puppet as mascot named Uan (the Italian spelling of ‘one’).

Mediaset 80s sepulchre has lived up to the present days with Italia 1 as the top channel among the 18-34 demographics, the same age as Netflix’s core users, but with a wider reach. So Italia 1 was the perfect entry point to our target and gave us the opportunity to do something nobody had done before.

We wanted a 1985 retro effect to take the audience back in time, preferably in a flick of remote; so we designed a provocative planning that literally hacked Italia 1, changed its entire schedule and made it Netflix’s playground for a whole day.

We entered an unprecedented partnership with Mediaset, sure that it was going to be a win-win agreement: it would allow Netflix to go big nationally and gain new prospects, while Italia 1 could catch up with SVOD viewers.

On July 3rd, 2019, we would send Italia 1 back to the 80s, turning everything about the channel, from the films it showed to the logo and commercials, into a nostalgia trip for older viewers.

This would excite existing Stranger Things fans, while also giving older Italia 1 viewers a nostalgia-filled glimpse of content. Series commercials would raise awareness of Stranger Things and Netflix among viewers, recruiting new subscribers.

TV Launch was split into three phases: 3-day teaser ads phase with negotiated Takeover day movies promos, Takeover day, and 3-days post launch.

TV Deal included St3 commercials with priority positioning and cherry-picked timings allowing Netlfix multiple assets to create anticipation, a 1-day storyline on Takeover day and also release on platform info the following days.

Takeover day was deviced and negotiated to be filled with 80s movies like Gremlins, ET, etc. unfolding with a negotiated fixed Netflix commercials schedule. The overall resulted in ST3 and Old 80ies Fans describing it as “the best day of my life”, conversations grew on socials exponentially. Two generations mingled over chats, with one fil rouge: ST3, the next “big thing to watch”.

Grps (target 18-44 – entity 22.106.000) – 214 Grps (91 takeover day).

OOH building wrap in key demographics Milan trendy area with special effect supported TV on air.

Scale was Italy.

This unprecedented use of TV in Italy and strategically provocative approach resulted in reaching Netflix goals and it outcooled the whole media industry in a blow. It has become a case study on a national and international level.

The partnership with Mediaset, though a first, could be replicable by other brands on any network.

Business results:

TV reach total airing: 50mil, > 18% channel day share and + 20% audience on Takeover day (22mil).

QUOTES

– Netflix fans:

“This is the best day of my life.”

“Whoever is the genius behind this operation deserves respect.”

– Corriere della Sera (daily newspaper)

“This collaboration is historical.”

– Wired

“We are facing a huge and well-defined operation.”

– Vanity Fair

“A well done 80s refresher for the young.”