Situation:

In January 2024, Blizzard Juan hit Spain, blocking roads and isolating villages. Amidst this, the Netflix series "Griselda," based on the life of Colombian narco Griselda Blanco, was set to premiere.

Brief:

Develop an outdoor advertising campaign that stands out and effectively promotes "Griselda" during its Spanish release. The campaign should leverage current events to create a strong connection between the show's themes and the audience.

Objectives:

Achieve high visibility and media coverage for the series.

Engage the public in a memorable, meaningful way.

Enhance brand perception.

Drive viewership for the "Griselda" series.

To promote the Netflix series "Griselda" in Spain, an innovative outdoor campaign was executed during Blizzard Juan in January 2024. A giant, branded snowplow truck was utilized, linking Griselda Blanco's infamous ability to "move snow" (cocaine) with the literal act of snow removal. This non-standard transit advertising method involved the snowplow traversing heavily impacted areas, clearing blocked roads, and aiding isolated villages without adequate snow-clearing resources. This approach ensured high visibility and media coverage while providing essential community services. By leveraging a vehicle in a unique and practical way, the campaign created a memorable, impactful promotion that deeply resonated with the public.

**Impact:**

The campaign generated significant media buzz and public appreciation, becoming a talking point across Spain.

**Reach:**

The video of the activation reached more than 800k views on Netflix Spain channels. A huge audience was also reached through extensive media coverage and social media sharing, with the branded snowplow visible in heavily snow-affected areas.

**Engagement:**

High levels of social media interaction and news coverage, with people discussing the campaign's uniqueness and relevance.

**Change in Behaviour:**

The campaign provided essential services, improving community goodwill towards Netflix and encouraging positive public interaction with the brand.

**Brand Perception:**

Netflix was seen as innovative, socially conscious, and responsive to real-world events, enhancing its brand image.

**Achievement Against Objectives:**

The campaign successfully promoted "Griselda," drove viewership, and created a memorable connection between the show. Griselda reached the top 10 on Netflix Spain after its premiere and remained in the top 10 for five weeks.