The Crown is a Netflix original series, inspired by true events surrounding the life of Queen Elizabeth II. Our brief was to promote the new series in Singapore and drive viewership in time for its global launch on November 4, 2016. While Netflix itself is a digital brand, at point of briefing we had no specific bias towards digital or any other media channel. Instead, the client tasked us to deliver a creative and media solution that would work seamlessly and effectively to achieve our goals. Our core objective? To build curiosity and awareness of the show, as evidenced through measurable online behaviours. At the same time, we wanted to generate strong social media traction for both the brand and the series.

The Crown, a new Netflix original series, offers an intimate, revealing look at the life of Queen Elizabeth II. To launch the show in Singapore, we researched a variety of surprising and intriguing facts about the Queen, and then brought them to life in the most unexpected places.

Each execution was built specifically for context. As well as existing media sites, we found (or created from scratch) media space on lift doors, coasters, Land Rovers, post boxes, gin bottles, supermarkets, home furnishing stores, and more. Many of these formats had never previously been available for advertising in Singapore.

We threw out the normal definitions of ambient versus traditional outdoor, and simply wrapped the medium around the message.

Unconstrained by conventional channel planning, we adopted an unorthodox, ‘surround-sound’ approach, peppering our messages across the island, and surprising our audience in a multitude of ways over an intensive two-week period.

We began by researching all the curious, surprising, and intriguing details that make up the ‘real Elizabeth’. In doing so, we uncovered a wealth of facts that were both largely unknown, and highly enlightening. For instance, the nickname given to her by her husband. Her favourite tipple. Her allergies. Her hobbies. The first thing she does after waking up in the morning.

We then took these facts and brought them to life in a variety of unorthodox ways. Each execution was built specifically for context. As well as existing media sites, we found (or created from scratch) media space on lift doors, coasters, Land Rovers, post boxes, gin bottles, supermarkets, home furnishing stores, and more. We even had our own band of roving corgi brand ambassadors drumming up new fans. Over an intensive two-week period, our campaign rolled out at a host of different touchpoints right across the island.