Have a Heist Day

Overview: Money Heist is the most beloved IP in Indonesia, ever since its premiere for Season 1. However, fans in Indonesia have never been able to experience its promotions in-market. For its final season in 2021, we took the opportunity to do just so. Through a series of hijacks, pranks and takeovers, we showed fans that the gang was in town, wished them a very heist day.

SOW: Led the GTM campaign in Indonesia, from conception to execution.

Final Tally: 404M+ impressions, 11M+ engagements, and a bunch of very angry fans who got pranked.

Awards:

Overall:
Gold, Digital Integrated Campaign, Citra Pariwara 34
Bronze, Integrated Media Mix, Citra Pariwara 34

Outheisted:
Silver, Microsite, Clio 2022
Silver, Social Media, Clio 2022
Silver, Websites & Microsites, Citra Pariwara 34
Silver, Mobile Websites & WebApps, Citra Pariwara 34
Bronze, Guerilla Activation, Clio 2022
Bronze, Digital Brand Experience, Citra Pariwara 34
Bronze, Best Use of Digital Media, Citra Pariwara 34
Bronze, Viral Email & Marketing, Citra Pariwara 34
Bronze, Social Media Marketing, Citra Pariwara 34

Roadbock:
Bronze, Best Use of Integrated Media, Citra Pariwara 34
Bronze, Best Use of Out of Home, Citra Pariwara 34
Bronze, Best Use of TV/Cinema, Citra Pariwara 34

GoPay x Netflix
Bronze, Digital Integrated Campaign, Citra Pariwara 34
Bronze, Online Video, Citra Pariwara 34

Roadblock

The day before the premire of Money Heist, we orchestrated the largest screen takeover Indonesia ever. From OOH, TV, social, radio and even on the back of Gojeks - we were everywhere.

What can we say? The Professor had something important to say.