Netflix needed to release the trailer for the third season of Lupin.

The goal was to make sure it resonated with the existing fans of the show, while also captivating new audiences, ultimately driving more views for the trailer.

We created a seemingly normal website announcing the release date of the trailer. Along with this, we launched a video on social networks in which Assane Diop himself gave clues about something hidden on the website. This website was coded in a really special way. Entering it in "incognito mode" changed it completely and let us see the exclusive trailer for the third season of Lupin.

Normally, entertainment platforms launch trailers in the most spectacular way possible. On a night show, at film festivals, and even at the Superbowl. However, Lupin is a thief known to go unnoticed, without leaving a trace. So the launch strategy for the trailer could not be to put him in the spotlight, but rather the opposite.

The main market where we launched the activation was France, although several other markets joined later.

A few days before the official launch of the trailer, we launched the website lupintrailer.com.

That same day, on social networks we launched a video of Lupin giving people different clues to discover the secret contained in our website.

This website was available in several countries such as France, Spain, Germany, Italy, the Netherlands and the United States.

- +100,000 incognito visitors in the first 24 hours.

-Appeared in 250 press articles, like Premiere, Huffington Post or Cosmopolitan.

-The trailer achieved +15M views.

-$0 media spent.