Case study · Netflix Indonesia · 2021

How we hijacked Jakarta for Money Heist's final season.

Indonesia's most beloved Netflix show was ending. Fans had never experienced a real in-market campaign for it. We decided to fix that: loudly, unexpectedly, and with a piracy trap thrown in for good measure.

Netflix Indonesia Money Heist S05 Integrated · OOH · Digital · Social · Influencer Lead Strategist · Planning · Production
404M+total impressions
11M+engagements
SilverIntegrated Campaign · Clio
15+individual award metals

The situation

Five seasons of obsession. Zero in-market campaigns. Until now.

Money Heist had a fanatical following in Indonesia. For four seasons, fans watched from the sidelines as other countries got immersive launches. Season 5 was the last one. We weren't going to waste it. The brief: make Money Heist feel like it was happening in Jakarta. We took that literally.

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What we made

Four moves. All designed to disorient.

Jakarta screen roadblock

The roadblock

Indonesia's largest screen takeover. OOH, TV, social, radio, and Gojek drivers. All at once, the day before premiere.

Mural mission

The mural mission

11 Indonesian artists enlisted by "The Professor" to create fan art across the city before launch.

Heist AR filter

The heist filter

An AR Instagram filter let fans join the gang. Red suit, mask on, resistance active.

Outheisted fake piracy site

Outheisted

A fake piracy site ranked for Money Heist search terms. Fans thought they'd found a free stream. Two minutes in, gotcha. Then they spread it themselves.

What I learned

The best fan campaigns engineer situations where not engaging feels impossible. Getting pranked is more memorable than any ad unit.

Outheisted worked because it was built on genuine insight: piracy is rampant, and fans were going to look regardless. We just got there first.

Scale isn't about budget. It's about coordination. One moment, everywhere.

Recognition

Best of Category · Best Use of Digital Platforms · GONG 2022

Gold · Best Use of Digital Platforms + Best Integrated Mobile · GONG 2022

Silver · Microsite + Social Media · Clio Awards 2022

Silver · Best Integrated Media-Led Campaign · GONG 2022

Gold · Digital Integrated Campaign · Citra Pariwara 34

+ 8 further metals across Citra Pariwara and GONG