The work reached out to a very difficult audience and on a very difficult time for brands to appeal to them. We're talking about Chileans.

A massive social unrest left Chileans very reactive and with a negative feeling towards brands, specially foreign ones.

We decided that the correct way to reach them couldn't be traditional advertising, we had to do something different. That's why we created a film on which they could actually immerse themselves in, see themselves in and laugh about themselves while merging Chilean pop culture and values with the rich universe of Netflix content.

Netflix needed to create hype and excitement in order to launch their official Instagram account successfully, aimed for the Chilean market exclusively.

The challenges:

+ The Chilean audience is not an easy target

+ They are quite proud about their local pop culture and inside jokes, and narrow minded towards anything foreign.

+ Netflix had no original Chilean content on their platform

We called local heroes Federico Sánchez and Marcelo Comparini, stars of the cult Chilean TV Show “City Tour”, a show that has chronicled their travels and adventures around local neighborhoods, town squares and more since forever.

Then, we created an exclusive episode of the show featuring them doing what they do best: travel. The twist? This time they didn't visit our local attractions, instead, we sent them to Hawkins, Winden, the Squid Game island and more legendary Netflix locations.

This allowed us to take Chilean nostalgia, pop culture and memes to iconic Netflix landscapes, closing the gap between a proud local audience and a brand that needed to have a voice in it.

In order to tease Chileans and create hype, we teamed up with @NetflixLatam on Instagram, and created a set of stories aimed at Chileans following the account. The stories hid typical local situations in iconic Netflix scenes, so only a true Chilean could identify this little modifications we did. E.g.: Instead of Will Byers waking up because of a nightmare, we inserted the classic noise Chileans hear first in the morning: the gas truck delivering gas cans.

Once they arrived to the Chilean account, we expected them with a surprise: an official theatrical release poster for the exclusive episode, illustrated from scratch to match the typical Netflix poster, so everybody knew that this was a big deal.

In addition to this, we created personalized posters for every talent involved, so they could share them on their personal accounts, inviting followers to save the date of the premiere.

As soon as the video premiered, Chileans went absolutely crazy for it. Media picked it up quickly as well, which helped us reach a lot of our target audience who's not so active on social media. Unpaid influencers and celebrities shared the video as well, and the local news exploded with the headline: "Netflix finally arrived to Chile", bringing everybody to the only place everything was happening: our new account.

Today, the account has +165.000 followers and has established the brand with a beloved voice within Chileans everywhere

We gained 80,000+ followers in just 3 days.

1.800.000+ accounts were reached

161.000+ content interactions

1.600.000+ impressions

We got a 96% of positive sentiment towards the stunt

The account became the fastest growing community in Netflix history worldwide.

*All with zero media investment*