Situation: For Season S2 we were challenged to bring Arsene Lupin from the show to the newspapers headlines in Poland through a very local idea that will stimulate Poles' wittiness.

Brief: Create a ‘Lupin’ stunt that breaks out of the clutter and fits perfectly into the context of the series.

Objectives: To drive a word of mouth. We wanted people to talk about it, but we also wanted everyone to feel the spirit of the show before they even see the trailer.

We needed to make a buzz around the upcoming premiere. Our goal was to create a campaign that would mirror the show’s flair and finesse and nothing says ‘gentleman thief’ more than a high stake museum heist. So we created one.

We partnered with the National Museum to use the front of the building where current exhibitions are usually showcased. On a giant mesh we showed Lady with an Ermine, but with one crucial difference: her famous black necklace was missing. Who could be responsible for such a crime? The mystery is quickly solved on a billboard nearby where Lupin charmingly says ‚Merci Madame’ while holding his new treasure. The activation was amplified via social media, with National Museum pondering who’s at fault and Netflix and Omar Sy (actor portraying Lupin) replying with humor, characteristic for the series. The precise location of OOH allowed us to tell our story without overexplaining, letting people feel like Lupin himself when he solves different mysteries.

Our main goal was achieved - everyone asked about Lupin, and the series became the most trending series on Netflix Poland.

Results:

– No 1 trending on Netflix in Poland

– Over 30 headlines in media articles

– Reach: 2,5 MLN

– Engagement: 10 000

Media coverage was 100% positive; mostly informative, with additional info about the series and with an appreciation of Netflix marketing activities.