Cannes Lions

Red Notice Shop

DDB MUDRA, Mumbai / NETFLIX / 2022

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Overview

Background

Netflix is a leading OTT streaming platform known for creating and curating powerful, entertaining content for people globally. Moreover, Netflix has been in the digital limelight in India since the past couple of years, shaping and driving conversations not just for their unique content roster, but also the larger-than-life impact they create with their titles. Every big release strives to tap into the expectations of Indians who’re culturally conditioned to Bollywood’s idea of bigness – while staying true to their brand ethos.

So to promote Red Notice, the biggest heist movie in Netflix history starring Ryan Reynolds, Dwayne Johnson and Gal Gadot, Netflix wanted to weave together a truly memorable narrative. And create conversations by making a pop culture worthy moment come to life.

Idea

To promote the biggest and slickest heist movie of the year, we didn’t want to create just another conventional movie marketing campaign. Piggybacking on the steadily increasing buzz around Red Notice, we wanted to tap into the rising curiosity of fans. We didn’t just want them to go watch our heist flick, we wanted them to experience first-hand, the adrenaline rush of a heist.

So, we created a pop-up shop with absolutely droolworthy items for the taking, that people could have for FREE. But with a catch. They had to steal them, without getting caught.

Strategy

We wanted to drive intrigue by creating an accessible experience for:

• Legacy fans: existing fan equity of Dwayne, Gal & Ryan

• Non-viewers: other OTT content platform viewers

• On-the-fence viewers: those with niche and/ or specific content preferences, especially on Netflix

• Late-movers: actively seek and/or respond to established trends

Receding COVID infections had brought a surge in revenge travel, revenge shopping and other live experiences - so much that tickets to concerts and events, like NH7 Weekender and India Bike Week sold out in minutes. Moreover, it’s a universal fact that passionate viewers fantasize about enacting their favourite movie characters or plots. So, we created an opportunity to experience the thrill of Red Notice before watching it – by letting people be a part of an actual heist. And left an indelible mark, lodging Netflix and Red Notice in memory of fans for good.

Execution

Event set-up: The Shop was brought alive in a 3000 sq. ft. retail space in one of Mumbai’s biggest malls, Phoenix Palladium. The space was guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and security associated with Heist movies. Prizes included goodies, tech delights, movie merchandise and most importantly – three precious gold Faberge eggs with exclusive rewards inside.

Announcement promo: We introduced the Shop to fans through a promo, and shared it far and wide with influencers and content creators.

Announcement amplification: India’s most popular comedians and entertainers were used to create ‘How to Steal’ tutorials, dialling up the fun and intrigue.

Event visibility: Celebrities and thousands of fans tried their hands at stealing, generating hours of footage for fun refurbished content. Smooth ‘criminals’ were featured in our ‘Most Wanted Thieves’ segment, while fun amateur attempts made it to an ‘Epic Fails’ compilation.

Outcome

With 100K+ participants stealing goodies worth INR 5.5 Million in just 36 hours, the Red Notice Shop became Netflix’s most participated on-ground event globally.

It generated 100K+ organic conversations, 10k+ tweets, 230+ stories and created over 19Mn impressions in 3 days. And became the most talked about pop-culture moment of 2021.

It was celebrated by Indian publications (CNN-News 18, ET Times, Financial Express and Miss Malini) and international publications (Campaign Brief Asia, LBB India & APAC) garnering earned media worth INR 10 Million.

Red Notice saw a 25% viewership bump during the event weekend. And the shop gained such fame that it directly drove 35% of conversations around the movie, making it the only Global title to trend in India’s ‘Top 10’ list for 10+ weeks.

The best part? Dwayne asked the Netflix US marketing team, ‘Why didn't we do this here?’

Sigh.

But hey, there’s always Red Notice 2?

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