The second most viewed non-English Netflix show and a global phenomenon, Money Heist, returned in 2022 as a remake, Money Heist: Korea.

Both excitement and concern were raised as the original wasn’t widely received in Korea.

Our campaign focused on the unique aspects of the Korean version, while staying true to the original.

We aimed to provide consumers with a scale-worthy activation experience that only Netflix could offer to connect viewers' expectations to the content.

By spreading the uniquely Korean visual of 'Hahoe Mask,' we created a campaign that would increase immersion in the content as if the Money Heist gang had appeared in Korea in real life.

The key visual ‘Hahoe Mask’ was the differentiating factor from the original series. Before the official campaign, like a gang announcing their next heist location, guerrilla posters in the form of a quiz about the heist location (where the giant statue would be placed) were posted throughout the streets. And, a 6-meter tall statue wearing the Hahoe Mask was placed throughout the country, moving to major cities such as Seoul, Busan, Jeju, and the birthplace of the Hahoe Mask, Andong, to encourage consumers to take photos with the giant statue. Additionally, a media facade show was presented at Lotte World amusement park, creating a creative media facade that made it look as if the gang was stealing the castle. Based on the key visual of ‘Haheo Mask’, We have effectively developed creative materials tailored to match consumer needs in both appropriate and modern ways.

For this campaign, we targeted consumers who are either unfamiliar with or have low expectations of the ‘Money Heist: Korea’ series. Since word-of-mouth through online platforms often determines content consumption, we strategically approached popular and certified locations and content on social media.

i) We penetrated popular SNS-certified locations with the ‘Money Heist: Korea’ gang: Seoul's Han River, popular cafes in Jeju, Busan's The Bay, and Lotte World's media facade.

ii) We collaborated with influential targets on SNS for promotion: running crews, users of the RunDay app, and TikTok users, among others.

By strategically utilizing influential content and targets on SNS, we spread interest in the ‘Money Heist: Korea’ series and the key visual of ‘Hahoe Mask’.

The core of the idea was to spread the visual of 'Hahoe Mask,' a unique Korean newness, which serves as the symbol of the gang while increasing the content immersion as if the Money Heist gang exists in real life.

At first, through OOH and posters recruiting actual members of the gang, consumers became accomplices of the gang.

We created an impactful media façade as if the gang had occupied Lotte World Castle. From the Han River, Busan, Jeju, to the birthplace of the Hahoe Mask, Andong, the giant statue occupied these representative spots of Korea.

Furthermore, we collaborated with influential run crews on social media and made the gang appear throughout Seoul. Also, we spread unique content of the campaign through the RunDay app and TikTok.

From June 15 to July 4, 2022, we spread various forms of content for three weeks at the consumer's online and offline touchpoints.

Raised anticipation through large-scale promotion, spreading #moneyheist content both online and offline.

Activation Impression & Engagement: 25M impressions, 1.7M engagement actions, 22K SNS postings.

Consumers who visited the campaign site naturally associated it with the ‘Money Heist: Korea’ when they saw the Hahoe Mask, and mentioned the series led to watching the series. As a result, in three days of release, 33.74 million hours were watched (number one in the non-English category).

Number one in 6 countries and top 10 in 51.