This work is relevant for Outdoor advertising because it creatively integrates real-world elements with the campaign, making a memorable impact. By branding a snowplow and helping clear roads during a severe blizzard, the campaign not only promotes the Netflix series "Griselda" but also provides tangible community benefits. This innovative approach ensures high visibility, widespread media coverage, and a strong connection with the public. The practical assistance offered to snow-affected villages enhances the campaign’s relevance, demonstrating how outdoor advertising can go beyond traditional methods to engage audiences in meaningful, impactful ways.

The campaign for the Netflix series "Griselda" was crafted with a deep understanding of cultural and regional nuances specific to Spain. Griselda Blanco, known as the "godmother" of Miami's drug empire, is a figure whose notoriety resonates globally, but her story's dramatization holds particular intrigue in Spain, a country with a strong appetite for crime dramas and narco-themed content.

January 2024 saw Spain hit by Blizzard Juan, an event of national significance that paralyzed many regions. This provided a unique opportunity to create a campaign that was not only timely but also deeply relevant. By deploying a branded snowplow during this period, the campaign cleverly linked Griselda’s notorious ability to "move snow" (a colloquial term for cocaine) with the literal act of clearing snow. This dual metaphor was culturally resonant and immediately understandable to the audience.

Spain's landscape, marked by numerous small villages often cut off during heavy snowfall, was integral to the campaign's impact. Many of these areas lack the infrastructure to deal with severe weather, making the snowplow's assistance both practical and symbolic. This act of community service not only generated goodwill but also ensured extensive media coverage, leveraging the blizzard's newsworthiness.

Furthermore, the timing was crucial as the series launch coincided with the blizzard, ensuring maximum relevance and visibility. The campaign ingeniously utilized outdoor advertising to merge real-world events with promotional efforts, creating a culturally attuned, market-specific initiative that highlighted Netflix's understanding of its audience and commitment to innovative, impactful marketing strategies.

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.

**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.

The innovative elements of this campaign include its seamless integration of real-world events with promotional activities, creating a unique and memorable experience. By branding a snowplow and using it to clear roads during Blizzard Juan, the campaign effectively turned a natural disaster into a powerful advertising medium. This dual metaphor of "moving snow" connected Griselda Blanco's notorious legacy with a practical, community-focused action.

Additionally, the campaign's real-time activation based on weather forecasts demonstrated a high level of responsiveness and adaptability. This approach not only ensured timely relevance but also provided tangible benefits to affected communities, enhancing public perception and media coverage. The fusion of practical assistance with promotional messaging exemplifies innovative outdoor advertising that transcends traditional boundaries, engaging audiences in meaningful and impactful ways.