Noblex is an argentinean electronics manufacturer that always had to compete with giants such as Samsung and Sony.

This time they needed to launch their line of 4K SmartTVs, but as usual, their budget was much smaller than its competitors.

To have a communication campaign with the best international standards, Noblex made a deal with Netflix: a direct access button on their remotes, in exchange of the rights to use all their celebrities.

With no money to make a campaign with big celebrities and influencers, the strategy was to make a partnership with a content platform such as Netflix, to get the rights to use their stars for free.

Noblex wanted a campaign that could bring the best of Hollywood together: stars, special effects, multi million action scenes. But of course that was a little bit - not to say absolutely - off budget. So, Noblex pitched Netflix an offer they couldn’t refuse: a Netflix shortcut button on every remote control in exchange for all their celebrities. Hands were shaken, contracts were signed, lawyers were shocked and this is the result: The most expensive campaign of all times, and how Noblex made it happen for free.

-Full stock of TVs with the Netflix access button sold out.

-Record in Netflix subscriptions in Argentina during the month in which the campaign aired.

-Engagement rate: 8,6% (market benchmark 3%)