armored van crash
netflix philippines
"Money Heist: Korea" is an adaptation of the Spanish hit, infused with Korean themes and political issues. Given the immense popularity of the original series, our objective was to promote the show in the Philippines while emphasizing its Korean uniqueness. Fortunately, Filipinos love everything about Korean culture, spanning from K-Pop to skincare to snacks. Leveraging this affinity, we came up with various executions for our campaign with the biggest one being a staged armored van crash in two high-traffic areas in Metro Manila.
As the Account Manager for this campaign, my responsibility was to oversee the project by coordinating with our strategy, creative, production, media, and PR teams. Our campaign followed a three-phase execution plan, composed of the armored van crash installation, a short film production, development of multiple static, video, and 3D OOH placements nationwide, several collaborations with influencers, partnerships with prominent publications, and content creation for Netflix Philippines' social media channels. Despite the complexity of managing multiple aspects concurrently, all deliverables were completed on time and within the allocated budget.
The campaign achieved tremendous success, garnering over 2.35 million engagements online and propelling the show to become the #1 title on Netflix Philippines within just 24 hours of its release.
Here are some of the work we did on top of the armored van crash installation.
To complete the whole story of the armored van crash, we produced a short video to explain how it even crashed in the first place and who was behind it all.
To generate more buzz about the installations, we crafted content for our partner publications to share on their platforms. Quick coordination with our videographer, photographer, and editor was essential to promptly develop video materials immediately after the installations were opened to the public.
Drawing on Filipinos' love for Korean food, skincare, and K-Pop, we collaborated with influencers knowledgable about these themes for our campaign's sustaining content. To keep it aligned with elements from Money Heist Korea, we challenged them to create content based on their expertise while either being blindfolded or handcuffed. For the entire campaign, we partnered with 20+ influencers, each of them having a different brief. I worked with our PR team closely to ensure our influencers properly understood to task, coordinated with some of them directly and was even present for a few of their shoots.
PRESS
MARKETECH APAC | Netflix PH’s campaign for Money Heist Korea depicts the heist–quite literally
When asked as to why they think outdoor campaigns still matter, Netflix told MARKETECH APAC that one of the best ways to create a digitally-led campaign is to engage with the audience in real-life, then bring the experience to their devices.
BestAdsOnTV.com | Top 6 Best Outdoor: Week of November 4, 2022
To promote Money Heist Korea, Netflix crashed 2 armored vans in front of Manila's biggest malls - spilling piles of "stolen" Korean items, and driving Filipinos gaga offline and online. The result? Money Heist Korea became the #1 series on Netflix within 24 hours.
CREDITS
Agency: GIGIL Philippines
Chief Creative Officers: Herbert Hernandez, Badong Abesamis
Associate Creative Director: Dana De Leon
Senior Art Director: JC Aujero
Senior Copywriter: Raphe Ramirez
Art Director: Pau De Mesa
Junior Copywriters: Dominique Placer, Veno Centeno
Junior Art Director: Lou De Jesus
Editor: Joseph Linga
Managing Partner: Jake Yrastorza
Account Director: Micco Balana
Strategy Director: Nanais Hernandez
Strategist: Phyllis Ong