In 2022, Money Heist: Korea, a remake of the original- La Casa De Papel, was set to be launched. Less than a year prior, the original La Casa De Papel’s final season was heavily promoted. Our task was to get Indonesians AS excited about this Korean remake.

Money heist: Korea is the remake of the popular Netflix show, La Casa De Papel. Less than a year prior, the original show was promoted heavily in Indonesia. Our task was to get Indonesians AS excited about this Korean remake.

To launch the show we made a GRAND statement on the birthday of Indonesia’s capital… by 'stealing' the monument where people go to celebrate at- MONAS! This would be the most audacious Jakarta had ever seen.

First, we leaked the footage of the heist to major online publications without any branding. The professor then hijacked @NetflixID IG to make a mysterious announcement. At the specified site, the professor dramatically claimed the audacious heist at the specified location by parading his prize onboard a ship for all to see.

To go one step further, for Money Heist: Korea, we decided that we needed to pull off the ultimate heist. So we launched the campaign with a GRAND statement on the birthday of Indonesia’s capital… by 'stealing' the monument where people usually go to celebrate at- MONAS!

To create an impression that the heist was real, first we ‘leaked’ the heist video without any branding to the following major online publications: @USSfeeds @Volix.media & @idntimes.korea. Only when we revealed the show during the follow-up on-ground activation did we start to amplify using our own social channels: @NetflixID.

The activation venue was the most popular spot for our target audience. It also has a strong association with Korea, fans claim it looks like a spot from a K-drama and many have done K-dance covers there.

On the week of Jakarta’s birthday, we leaked a video of mysterious people in red suits heisting the Monas gold to major online publications without any branding. There was wild speculation about the video, some people thought the gold was being transported to the new capital, some were convinced that it was a real heist and went as far as reporting the act to the authorities.

The professor then hijacked Netflix Indonesia’s Instagram account to broadcast an invitation video, fans were asked to come to a specified location. Was it about the mysterious heist?

On the next day, at the site, the professor dramatically confirmed the audacious heist by parading the monas gold onboard a ship for all to see, the fans went wild and took to social media to express their amazement.

The entire campaign took place from 24 to 26 June, 2022.

The show became the #1 most-watched show for 2 weeks and stayed in the top 10 for 4 weeks. The campaign managed to renew the relevance of the franchise and also resulted in 3,653,157 impressions, over 125,000 organic engagements, and hundreds of UGC.