It is one thing to get people to watch Netflix, but another to get them to watch a specific film among thousands of titles. So, how do you make the consumers pick historical drama 'Against the Ice'?

Netflix's statistics show that historical films are less popular than other genres. A place in the global streaming service is not a guarantee for success, and local productions are competing with both the big budget international productions and other local streaming services.

Against the Ice is about two Danish polar explorers who struggle to survive after being abandoned in Greenland in 1910. We understood that we were dealing with a unique story. At the time, when it became known to the world that the two polar explorers were alive, the story was "breaking news" and featured on all the daily newspapers front pages.

Our strategy was to bring our target group back to that sensation. We designed the media campaign to bring Danes back to the euphoria and mood that hit Denmark 110 years ago. So, we decided to 'break' the news one more time.

On launch day, we took over the front page of Danish broadsheet Politiken, with a reprint of the original front page story from 1912. This was the first time ever, that Politiken sold their front page to advertising.

We activated the campaign by paperboys and old-fashioned cars that took over the streets of Copenhagen, shouting out the world news and distributing Politiken's newspaper to passers-by. Since the collaboration with Politiken was centred around the launch day, we even created a separate limited-edition Netflix newspaper, which was distributed by paperboys before and after the launch. We dressed the city walls of Copenhagen with 2000 posters with original covers that looked like those used by newspapers in 1912.

Copenhagen's old newspaper towers, which today function as cafés, were brought back to their traditional form with the original newspapers in the windows. The Netflix newspaper was distributed with every cup of coffee sold.

The success of the film, 'Against the Ice' resulted in a genuine PR storm. More than 80 PR stories (worth more than 3 times the media budget) were written by the Danish press, and for the first time, the campaign got as much PR as the film itself.

Furthermore, the film itself made it to the #1 in the top 10 in Denmark at Netflix.com and Top 10 in Scandinavia and many other places around the world.