Lupin is a TV show where the main character is a thief known for hiding and running away from the police. So, in the execution, we had the character's personality and characteristics in mind to create a campaign that would fit him.

The brief: Create digital posters to launch Lupin’s 3rd season to increase awareness and expectation for the show.

Objectives:

Increase the awareness of the show’s return.

Get fans excited about the 3rd season of the show.

Engage fans with the show.

We needed to create a poster campaign to launch the 3rd season of Lupin.

In entertainment, the rule is: when you have a star in your show, you put them big on the poster. But since our show’s star is a thief known for hiding and running away from the police, putting him big on the poster made no sense.

We created a unique digital poster campaign where the star isn’t featured on the poster most of the time. Instead, he’s hiding and fleeing, just as he does on the show. Instead of merely placing posters around the city, we immersed fans in the series plot.

How? We challenged fans to catch him, but it was not an easy task. Out of 1500 billboards all over France, only 1 was programmed to feature Lupin at any given time. The lucky few who captured him got exclusive content from the show.

Lupin is a TV show where the main character is a thief known for hiding and running away from the police. So, in the execution, we had the character's personality and characteristics in mind to create a campaign that would fit him.

Our target audience was the fans of the show, who were excited by the upcoming return of Lupin for its 3rd season.

Our approach then was to reach out to Lupin fans through an innovative use of OOH, which normally becomes part of the landscape and their daily lives, to launch a challenge that only the most authentic fans would be willing to take on.

The call to action we launched was to try to capture Lupin on our posters to get exclusive content for the series from Lupin himself.

We had 1500 media spaces — digital screens — in France to advertise the return of the show Lupin. Typically, other shows would use all 1500 screens to feature their big star prominently. However, Lupin tells the story of a thief who prefers to remain hidden, evading capture by staying out of sight most of the time. So, we played with the media in the same way Lupin would, and programmed our digital billboards accordingly. Only one out of the 1500 billboards would showcase Lupin at any given time. Fans who captured Lupin by taking a photo of a digital OOH featuring him unlocked exclusive content from the show.

Normally OOH ads become just another element of the landscape, but we challenged fans to interact with them as a game and it changed everything. The results were testament to the fact that we had caught the attention of consumers and compelled them to talk about the series in anticipation of the launch:

Our response rate outperformed the rest of Netflix campaigns this year, with fans interacting 50% more with our message.

We had a 7,3M global reach and a total of 1.5M impressions.

And, most importantly, our main goal was achieved - everyone asked about Lupin, and the series became the #1 series in France.