A dreaded time was coming up: the fifth and final season of the Netflix Original hit show, La Casa de Papel, was about to launch in December. For Brazilians, the ones who watched the previous season the most, expectations were through the roof.

Our objectives were as massive as the season: Potentialize La Casa de Papel's cultural legacy and become a milestone for this generation.

We had to celebrate and thank the fans who followed us through 5 long seasons, and to do so by generating the biggest number of impacts and rentability possible. An ambitious plan to match the ambition of La Casa de Papel's Professor and the heist gang we love the most.

La Casa de Papel tells the story of the biggest heist gang in Spain. In the last seasons, for the group's final act, they planned to extract millions of dollars worth of gold from Banco de España, nugget by nugget.

If the objective was to engage people massively and be true to the series legacy, there couldn't be anything more proper than bringing this heist to real life. So that's what we did.

The idea: To share the gold that the La Casa de Papel crew stole with the ones who made them get all the way here – the fans. A symbol of gratitude and a physical proof of the eternal legacy of an eternal show.

Through target studies and benchmarks from previous seasons, we learned that La Casa de Papel's audience was mainstream, massive and capable of moving and shaping culture. Because of that, instead of broadcasting a message for everyone, we adopted a cirurgical approach: making something that encouraged our talkative fans to spread the message through word of mouth.

For execution, simplicity was the key word. We combined two universally known symbols from La Casa de Papel that everyone would know, but true fans would truly appreciate – the gold and the Salvador Dalí masks the robbers wore – with a massive visibility, frequency and impact touch point: São Paulo's subways.

The treasure sharing began. Netflix produced 7.5 thousand personalized 18-carat gold coins, and let people take their share in São Paulo, the largest city in South America, at Consolação, one of the biggest, most central and bustling subway stations of the metropolis.

In a passageway, we built an entirely golden booth where people dressed like the characters in the show distributed the coins to people, who could then take pictures of themselves, the coins and the booth to register and cherish the memory of their favorite show.

Spoiler warning: Just like La Casa de Papel's final heist, the activation was a success.

The coins drove people to Consolação station, which received a flow boost during the campaign. 32% more people than the average circulated in November and 22% in December, a higher rise than other stations in the same line's average both months – 14% and 15%.

The subway flow boosted the Coins' impact, reaching 1.900.000 people impacted by the Legacy Coins.

And the massivity made the campaign a success for rentability. The Cost per Impact reached R$1.501,56, 56% lower than previous similar efforts from Netflix, proving that a Direct Activation can be an outstanding way to reach a great audience.

Most of all, it was a success for the series' legacy, eternalized and shared just like the characters would in real life: A little bit inside fans' pockets and hearts, forever.