Second, France
Through “Second, France” we turned the release of an american mystery movie into a super-local celebration. Why? Since Argentina won the world cup, different memes appeared but one above all: “Second France”
As “Murder Mystery 2” premiered at the same time our national team came home we used literal plot points to generate impact into argentinians (who had their mind elsewhere but Netflix). Since Jennifer Aniston and Adam Sandler first they go to an island… and second to france, we went all in to connect with people.
We used strategically placed OOH nearby the stadiums. We also made a trailer with the same twist and placed a banner during the game that did not go unnoticed. With a simple idea we found what we were looking for: people took the idea as their own and they promoted the movie themselves.
+50M Reach | +5M Organic views (only on TikTok) | +658K Interactions | U$D 1.12M on earned media | 95% positive sentiment | Organic PR on +20 media | #1 movie on Argentina
Awards:
1xGold: El Diente Argentina
1xGold: El ojo de Iberoamérica
1xShortlist - Best Idea of Argentina: El ojo de Iberoamérica
1xBronce: Lápiz de Platino
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