The brief
Luther was a blast. I am talking about the series. It gained massive fans and became popular all over the world. But, what fans didn’t expect was for Luther to be launched as a complete new movie, powered by Netflix, with the same main character but a different plot and the creepiest criminal. Obviously, our main question was, how do you communicate this movie in an unique way, so that it tops what the former series did?
Our solution
Tackle a feeling that makes everyone move - FEAR. The plot of the movie is that someone out there created a network of cameras and microphones, taking access on every household utility that has one, recording people in their privacy. Having sensitive information, the criminal blackmailed others into doing whatever he wanted them to do. Fortunately, Luther FEARS NO EVIL and defeats the criminal.
Do you fear no evil?
Our idea
Take the fear of not having our intimacy disclosed and make it a main character in our campaign.
We first placed messages all over the major cities, telling people SOMEONE IS WATCHING YOU. Making them feel a glimpse of what losing their intimacy could feel like. Outdoors, banners and radios kept replicating the idea of a someone seeing and hearing what you are doing and talking.
The only manifesto that talks about your privacy
The second step of our campaign was to dive deeper into this fear of getting your privacy taken away from you. That is why we took one of the greatest Romanian artists on board: Carla’s Dreams. The only one that hides his face from the public, in order to protect his true identity. With his help, we started asking people: WHAT WOULD YOU DO IF SOMEONE FOUND OUT YOUR SECRETS?
It all built up to a one of a kind piece of entertainment: a song that talked about your fears, placing you and your privacy as a main character in the song of Carla’s Dreams. See the case-study below.
The campaign continued
And among the regular materials announcing the launch, we also had a special Mural with a criminal board in plain sight. However, during the night, the board revealed the criminal and his link to our main character, Luther.
One of the biggest Netflix campaigns in Romania
The campaign served its purpose nation wide, helping the title gain the popularity it deserved. It has promoted the movie through a massive digital piece of content but also through special media placement, both online and offline. The angle through which the campaign captured the plot helped us reach our goal, making it one of the most watched movies of the year.
