Launch of a new NETFLIX title, “Fate: The Winx Saga”, which already had an enormous expectation for being the live action version of an animation (The Winx Saga) that was a great success here in Brazil. The main objective of this campaign was to generate conversation and engagement on digital channels.

The creative idea is to bring two friends who watched the animation together in childhood (The Winx Saga) for the launch of the NETFLIX title. As their expectation was to have the theme song also in this title, when they realized that the music was different, a challenge was launched for NETFLIX to make this possible. Both Bruna Marquezine and Sasha Meneghel should meet the challenge and thus have the theme song for animation in live action.

A powerful idea with two super-loved celebrities and the choice of the original animation music remix that was already part of the Brazilian POP culture, rooted in fans of the original title, was booming on YouTube.

The plan aimed to impact fans of the original series as well as possible new fans of the Saga, through high-impact placements (OOH) present in the target's day-to-day - in addition to a strategy focused on digital in high territory affinity with the younger audience (TikTok), using the original opening theme in a “funk” version as a creative drive, boosting user engagement on the platform and thus participating in a conversation beyond the launch of the title itself and generating conversations within of pop culture.

The goal was to generate conversation on social networks with fans of the original animation and new fans. Therefore, the numbers obtained were very strong. In TikTok we had more than 2.4 billion views of the challenge page, 70M views of the official video and 3.3M engagement. In other social media we had 97,203,620 views, with more than 5.6M of engagement.