To tease Filipinos about Netflix Glass Onion, a murder mystery, we put out mystery out-of-home materials for the nation to solve.
BACKGROUND: Netflix needed to build anticipation
… read morefor the star-studded sequel of the mystery film-turned-franchise Knives Out 'Glass Onion. We knew that social media has enabled inquisitive audiences to solve mysteries all over the world with the help of one another on these social platforms.
EXECUTION: To launch Glass Onion, We put up mysteriously minimalist billboards that had taped items on plain white canvas across 18 sites nationwide. This execution had the country abuzz and encouraged Filipinos to investigate what the billboards were all about.
Those who had Benoit Blanc-like detective skills figured out that the items on the billboards corresponded to the costume of each character of the film 'Glass Onion. Each billboard had a magnifying class and an onion to pertain to the film. The billboards stirred up the nation's interest to watch it.
RESULTS:
148M total reach nationwide
10.4M total impressions on socials
157K total organic conversations
#1 Film on Netflix PH for 2 Weeks
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