Cannes Lions
Network Media Takeover
GIGIL, Taguig / NETFLIX / 2022
Overview
Entries
Credits
Overview
Background
Netflix was launching 'Trese' in the Philippines--the first-ever Filipino comic adapted by the platform into a series.
Objective: Launch 'Trese' in an unmissable way.
Strategy
Given this, to promote the series, Netflix made 'Trese' take over the entire building of the country's biggest media network, ABS-CBN.
Execution
On the night of June 11, 2021, the word 'Trese' was emblazoned on the building of the Philippines' largest media network. It was used as an advertising medium.
The building's logo was changed from 'ABS-CBN' to 'ABC-ZNN.'
Outcome
Media couldn't get over it.
‘The marketing team of the anime series pulled its biggest stunt.’ - The Philippine Star
‘We can’t even remember the last time advertising for a show had people talking this much.’ - Spot.ph
More importantly, within 24 hours after the idea's execution, 'Trese' became the No. 1 film on Netflix Philippines.
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