BRIEF: Red Notice was the biggest movie in Netflix history. To launch the film, they tasked us with creating a campaign that’ll propel Red Notice to the top spot on Netflix Malaysia’s most-watched list. But how do you get Malaysians excited to watch a heist film when they’ve seen 24/7 coverage of the mother of all heists in the 1MDB scandal?

IDEA: To steal people's attention, lets steal Malaysian icons.

Inspired by the movie itself, we did the unthinkable…we started our very own heisting spree. To take Red Notice to the top spot and make our heists even bigger than the 1MDB scandal, we didn’t steal from any regular joes, we stole from Malaysian Icons on multiple fronts. From famous Live TV Shows and media personalities to corporate sculptures, newspapers, Live News and even the humble YouTube pre-roll ad. We were everywhere, no icon was safe.

THE AUDIENCE

Malaysians of all ages, especially those who love TV and movies. For those with Netflix subscription - to watch the movie, for those without - to subscribe and watch.

The approach was to make them feel like the movie has come to life, and is doing so right in front of their eyes, which is why we started stealing Malaysian icons - things that they see on a daily basis.

To drive excitement for the film, we went on-ground and did the unthinkable:

• We liberated Astro’s corporate sculpture from their HQ’s front door

• Stole from outdoor billboards with extremely high traffic

We also performed heists through different mediums on live prime-time TV shows, newspapers, live news and even YouTube pre-roll ads. Nothing was safe.

For example, we stole the pundits' chairs from the local football TV show, stole the eggs from a famous chef on his show, stole the front page of the biggest local newspaper - all these were left with calling cards with the words STOLEN, by RED NOTICE.

At the end of the campaign, be it the stolen items from on-ground or other mediums, we showcased them all in our 3D “Museum of Things We Stole” on the iconic outdoor LED screen of a popular mall in KL.

The movie:

Number 1 watched film on Netflix Malaysia.

Stayed on the Top 10 viewed content for 7 weeks.

The heists:

6.6 million engagements

10.9 million video completes

67 million impressions