In Argentina people wait impatiently 4 years to see the iconic World Cup ads, and we had to find a way to be relevant and be with our target, Argentinians, in that very special moment of their lives. We wanted people to talk about us, Netflix, and we weren’t going to accept a place in the substitutes’ bench. We wanted it all.

We launched an anonymous teaser campaign with the message "No Mires Netflix" ("Don't watch Netflix") on billboards and digital banners. You see, people in Argentina don't like to follow the rules (remember Maradona’s Hand of God?), so after that message they went crazy, saying that it was the cable companies, the government. They said they were gonna watch Netflix all they want (we love them). Three days later we launched a video that explained why we were saying that, and replaced the billboards as well. They loved us even more! We suppose argentines like to recognize the boldness they are so famously known for in others.

So, here’s a question for you. If you tell people not to watch you, and they do, is it considered a success? or a failure?

Our insight is a spoken-out-loud kind of truth: argentines don’t like to follow the rules. So we crafted a message with reverse psychology to rally them to our side (Don’t Watch Netflix!), albeit anonymously. It worked. People blamed the cable companies, even the government!

Anyway. The campaign consisted of scattered teaser messages, with no one to sign them. After that we owned the message with a video on social media, and we replaced our OOH signs, but argentines loved us even more! We suppose they like to recognize the boldness they are so famously known for in others.

Our target audience were argentines, bassically, because the truth is, we had to compete against a world football event, and here in Argentina everyone loves football, no matter the age, religion or political inclinations.

The teaser stage of the campaign lasted 4 (four) days, and it consisted of anonymous billboards and banners online. The develation stage lasted about a month or so.

We caused great impact in local media, which covered both stages.

The billboards in the teaser stage had an incredible success  in Instagram, while Twitter was the perfect place to share theories and memes (they went crazy!). In there we were natural Trending Topic during the first day of the campaign, reaching the 13th position in the local rank.

The develation event, on the other hand, was broadcasted by many newspapers, web sites and radio stations of Argentina.

The teaser stage had 7.5K mentions in social media and the develation one 2.8K mentions. At least 9.3K twitter users talked about the campaign, getting 73M of impressions worldwide.

Tier 1:

At least 9.3K twitter users talked about the campaign, getting 73M of impressions worldwide. We caused great impact in local media, which covered both stages of the campaign, reaching newspapers, websites and radio stations all around Argentina. In regards to purchase intent, 45% of consulted audiences said that the campaign made them want to watch more Netflix.

Tier 2:

55% of polled people talked about the campaign in their daily lives. We also reached 90% positive sentiment online and we were dubbed #1 campaign in originality, surpassing brands that were themselves actual sponsors of the World Cup.