Background:

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, so it desperately needed to be relatable with this difficult audience, and in a very particular context.

Creative Challenge:

This particular context was a massive social unrest that left Chileans very reactive and with a negative feeling towards brands, specially foreign ones, so traditional advertising was not going to do the job, this is why we approached this challenge through the lens of "Advertainment".

Solution:

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.

Execution:

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.