​Money Heist was coming to an end. After 4 previous seasons, we must launch the 5th and last one, talking to the main fandom, but bringing new audiences too. Through a regional campaign (LATAM) we needed to create a stunt generating buzz around this title, celebrating the saga and legacy of a group of thieves who changed history: The Resistance.​

The Money Heist fandom generates the highest conversation volume on social media around theories of any Netflix show. That’s why we decided to develop an idea which played 100% with that. 

Previous to the launch of Money Heist last season and in order to celebrate the thieves and rebel heroes of The Resistance, we decided to ignite and spread theories all over the world. We built a giant marble statue with 4 members who passed away in previous seasons, and at the center stood an uncarved marble rock with the hashtag #Los5Caídos (The Fallen 5). This monument lived in Mexico city, Buenos Aires Argentina and Santiago de Chile, at the same time for 3 days before launch of the show and 10 days after.

Our campaign aimed to two targets:

The main one, an established fandom in LATAM, both female and male. 

The second, new possible fans of the series.

Our starting point from a strategic POV was to give our audiences a preview of what they should expect for the last season of one of their favorite series to build hype, maintain expectations and grow theorization about the plot. To do so, we worked on a campaign that used both Netflix’s social media channels across Latam (FB, IG, YT & TIKTOK), OOH advertising and OOH stunts in 3 countries: Argentina, México and Chile. The stunt worked for both targets: for the main one, consolidating their relationship with Money Heist and Netflix. For the second one, using the stunt as a window that invited them to become part of “The Resistance”, a commonly used term by Money Heist fans.

We installed a 3D printed marble statue with 4 characters who passed away in previous seasons and at the center an uncarved rock with the hashtag #Los5Caidos (The Fallen 5), three days before the premiere of the show in Mexico city, Chile (Santiago) and Argentina (Buenos Aires, later in Rosario and Córdoba). This installation was accompanied by teaser assets on our social media channels triggering the conversation around who would be the 5th one to pass away. One week later, we unveiled the full version of our monument (with the last character who passed away: Tokyo), both on social media and OOH, and invited influencers to visit it in every market to help maintain the conversation around our stunt and get more people to visit it. In Argentina, the monument traveled to Córdoba and Santa Fe, two states that were important for this market and that helped us to generate more buzz among the fans.

The sentiment around these ideas is more than 90% positive (Google Analytics). The conversation focused on theories and predictions on who will be the fifth fallen in this season. 

We had a 134 million reach (80% organic, 20% paid) across LATAM with all our efforts. 50% more than a previous similar campaign.

The campaign sparked a high volume of mentions (more than 20k) from users theorizing, sharing photos and generally showing their enthusiasm for the fifth season. 29% of those mentions were UGC with pictures and comments of our monument

The campaign generated over 33 million views across Twitter, Instagram, Facebook and YouTube, and more than 2.2 million of interactions (likes, comments and shares).