Spikes Asia
GIGIL, Taguig / NETFLIX / 2022
Overview
Entries
Credits
Background
Netflix was launching 'Trese' in the Philippines--the first-ever Filipino comic adapted by the platform into a series.
Objective: Launch 'Trese' in an unmissable way.
Strategy
Given this, to promote the series, Netflix made 'Trese' take over the entire building of the country's biggest media network, ABS-CBN.
Execution
On the night of June 11, 2021, the word 'Trese' was emblazoned on the building of the Philippines' largest media network.
Its logo was changed from 'ABS-CBN' to 'ABC-ZNN.'
Outcome
Media couldn't get over it.
'We can’t even remember the last time advertising for a show had people talking this much.' - Spot.ph
'The marketing team of the anime series pulled its biggest stunt.' - The Philippine Star
More importantly, within 24 hours after the idea's execution, 'Trese' became the No. 1 film on Netflix Philippines.
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