Cannes Lions

The Unbreakable Preview

OGILVY, Paris / NETFLIX / 2017

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

OVERVIEW

Description

Our idea was to tease journalists and influencers with what they are the most eager to look for: exclusive and first-to-know content. Few days before the release of Luke Cage TV series, which scenario remains highly secret, we put all the episodes of the first season in several USB keys that were locked in transparent boxes, totally impenetrable, just like Luke Cage’s skin.

Execution

We sent those boxes to 50 key influencers with multifunctional mini hammers, safety glasses, protective gloves and a provocative leaflet inviting journalists and influencers to try to break the box and discover the show before everyone. However, despite all the efforts they employed to open or break it, the box resisted. No one saw the episodes but everyone got that Luke Cage was the new unbreakable superhero coming soon on Netflix.

Outcome

The journalists and influencers who received the cube showed a great interest for it. They filmed and took pictures of the cube and themselves deploying all the necessary means and imagination to break it and access the exclusive content. The conversion rate was impressive as 75% of targets reacted and posted the content on social networks, challenged and mocked each other, but at the end no one succeeded, the impenetrable remains unbreakable. People loved this original, entertaining and highly viral idea and shared the content. After only a few days, the unbreakable cube generated more than 1,5M impressions for only 50 boxes sent. Even more impressive, the Netflix platform crashed the day of the launch of the show because of the success of Luke Cage, everyone trying to be the first to watch it and meet this mysterious unbreakable man.

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