The final season of Sex Education premiered in Argentina on September 21st, coinciding with the celebration of Spring Day and Student Day. With the closure of schools and the festive atmosphere in Bosques de Palermo, Buenos Aires, there was a unique opportunity to engage the target audience of teenagers in a memorable and impactful way.

The objective was twofold: to generate significant buzz and conversation around the series' final season, ensuring it becomes the center of attention among the target audience, and to positively influence brand perception towards Netflix amidst growing competition and challenges in the market.

The creative idea centered around transforming a car into a visually striking and attention-grabbing installation, strategically placed in Bosques de Palermo. The car's bouncing motion simulated sexual activity, aligning with the youthful energy and spontaneity of the event while fully branding it with Sex Education visuals ensured immediate recognition and association with the series.

We also aimed for people to organically share the stunt on social media and TikTok, ensuring that sex education (not just the show) becomes a trending topic for open discussion, free from taboos or euphemisms.

We leverage the cultural significance of September 21st and the behavior of teenagers during Spring Day + Student Day celebrations. The target audience was clear: teenagers attending the festivities in Bosques de Palermo.

The approach involved creating a spectacle that would capture their attention and drive engagement, ultimately leading them to watch the series and talk openly about sex in social media, just like it happens in the show.

The modified car was strategically placed in Bosques de Palermo, timed with the peak of the festivities. The scale of the activation was significant, as it attracted widespread attention from both locals and global audiences through earned media coverage.

The campaign was also replicated in different spots of the city and in Santiago de Chile.

The F***ing Car activation achieved remarkable results: 300.2 million impressions, 35.1 million reach, 6.5 million interactions.

The series topped Netflix Argentina's ranking shortly after its release, indicating a significant increase in viewership and brand engagement. The activation also contributed to fostering positive sentiment towards Netflix, achieving the objectives set forth in the brief.