Campanie
General Information:
Strategic approach:
| Strategic approach: |
We set out to introduce the new drama series Wednesday, the first major Netflix title filmed and produced in Romania, in the biggest way possible. Our goal was to create excitement and engagement, instill local pride, and transform Wednesday into a pop culture icon as the ultimate, rebellious outsider. For Romanians, Wednesday was not only one of the most expected titles of 2022, but also a production that brought the essence of their homeland to the screen. While the exterior shots of the Nevermore Academy were captured at Cantacuzino Castle, the Monteoru House hosted the interior scenes. Politehnica University served as the backdrop for the school in episode 1, where Wednesday faces her dismissal. The Botanical Gardens transformed into the greenhouse of Nevermore Academy, and Buftea Studios provided the canvas for constructing all the show's sets. To ensure that Wednesday's debut would become the talk of the town, we embraced an anti-marketing approach. We let Wednesday's distinctive voice guide us, constantly asking ourselves, "What would Wednesday do?" Campaign objectives 1. Title Objective Capture the attention of the Netflix audience, positioning Wednesday as an absolute must-watch. 2. Fans Event Objectives Distribute 350 exclusive event invitations to fans in 24 hours through a dedicated online activation. 3. Conversation Objectives Dominate social media with the fan event, sparking over 1000 stories and posts to fuel engaging conversations. |
Execution:
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