On May 2016, Netflix launched MARSEILLE, its new original series. It’s a story of two men devoured by their ambition: ruling the city of Marseille. Marseille is also the 1st French TV series produced by Netflix, this was the occasion to create a real momentum for the brand, locally. The objective was to generate talkability about this new show.

In a context cluttered by the launches of new TV shows, we needed to find a disruptive way to raise curiosity and word of mouth. We needed to find elements to make sure the audience understand immediately what the show is about.

The bloody soap was sent over as a PR object to journalists two weeks before the launch of Marseille - 1st French Netflix original show. This has allowed us to get strong PR realeases around the soap that helped to emphasize the dramatic tonality of the show.

The kit was composed by a mysterious package coming from Robert Taro, mayor of MARSEILLE, a special note written from his hand, the soap crafted as the original Marseille one, the synopsis of the series and a USB key full of content to help them to write their press articles.

But there’s a twist. On contact of water, the soap releases a red substance that stains the hands. So when you use it, you suddenly discover what it’s like to have blood on your hands and a guilty conscience, like the characters in the show.

We created a dedicated press kit for journalists and influencers to send the soap over. We decided to select sharply the contacts in order to make them feel exclusive, maximise the number and the quality of releases, and be sure of the relevance of each media. We therefore sent the kit over to 100 journalists/influencers, which was composed by a mysterious package coming from Robert Taro, mayor of MARSEILLE (main character of the series played by Gérard Depardieu), a special note written from his hand, the soap crafted as the original Marseille one, the synopsis of the series and a USB key full of content to help them to write their press articles.