The long-awaited day is finally here. We have stocked up our popcorns and are all set to find out if Professor’s gang was able to carry out the heist or not? No matter how wrong robbing a bank may sound, when it comes to this show, we all want them to successfully rob the bank, don’t we?
The Spanish show La Casa de Papel, also known as Money Heist, is finally starting its season 5, Volume 1 today, with over 65 million people looking forward to it. But, did you ever wonder what made Money Heist so great? How did it capture such a huge audience from all across the world? Love it or loathe it, you’re likely to wonder how the show became so successful.
One major factor that contributed to this ‘how’ was their marketing. From marketing in Spain to the US and even India, the show makers ensured everyone knew the hype. Let’s have a look at what made their marketing so different from others.
‘Join The Resistance’
Their marketing began with ‘Join the Resistance’ tagline back in 2017 and took the world by storm in the following years. This one tagline was known to everybody, and Netflix made the audience feel that they were a part of the resistance.
A Blend of All Marketing Fundamentals
For this new season, the series tick marked all the checkboxes needed to create the immense hype. From teasers, date announcements, memes, individual character shoutouts, moment marketing, and everyday countdown, Money Heist made sure to dedicate posts to every level of the marketing funnel.
Region Centric Marketing
India is a massive market for the show. It has already been translated into many languages; hence, the show took its chance and rolled out a massive ‘Jaldi Aao’ campaign in the tune of the show’s ‘Bella Ciao’ anthem for India with renowned stars.
Bringing in Other Brands Over
Since the first season, Money Heist did brand placements, including beer brands, and collaborated with automobile brands like Nissan. Recently, Pepsi and Netflix joined hands to celebrate the show’s premiere with a digital film starring renowned actor Tiger Shroff.
Snackable Content
A lot of short, snackable content was created for the show, ranging from Professor and Berlin discussing the show’s ending to Netflix’s version of Tokyo Olympics. The content was not even redundant, had value, and left us wanting more.
A Unique Marketing Mix
Besides usual print, TV, and digital marketing, Netflix advertised in every possible way; for instance, they simulated two Paris’ main train stations’ hacking. Netflix also created an in-person experience/event across five major cities and created themed bars with appetizers and merchandise.
We can indeed say that all this resulted in a very positive outcome, with all of us cancelling our tonight plans. So, have you already taken a ‘sick leave’ today for the show, or are you normal?