Promote the final season of 'Money Heist' in the Philippines.

To promote its finale, Netflix took the title seriously.

Presenting: Literal Money Heist.

All Philippine peso bills, front and back, were turned into ads for the show with an AR filter on Instagram.

Each side showed a different iconic scene from the series, encouraging the user to see 'Money Heist.'

The audience were Filipinos not necessarily fans of Money Heist, to recruit them into watching the series.

The Money Heist Filter was made available on the Netflix Philippines IG page.

All Philippine peso bills--front and back--could be heisted, transforming into ads for the show.

Results:

*659,300+ impressions in just a week, 3x THE AVERAGE OTHER FILTERS GET IN A LIFETIME.

*Became Netflix Philippines’ best performing filter.

More importantly, within 24 hours of launching the series, 'Money Heist' became the No. 1 title on Netflix.