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 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 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 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-day 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.”