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2017 One Show - Social Media

The Unbreakable Preview

Agency Ogilvy / Paris

Client Netflix France
BACK TO RESULTS

Annual ID

OS_SM17068M

About the Work

Luke Cage is the third Marvel-Netflix TV series. Problem was no one knew this Defender superhero, even among the Marvel fans. Our challenge was to introduce this unknown hero and create talkability around this new show, specifically targeting young adults and superhero fans. To do so, our strategy was to target influencers and relevant media so that they would spread the word. We decided to be very explicit about Luke Cage’s main power: he is unbreakable. We teased journalists with what they are the most eager to look for: first-to-know content. We put all the unreleased episodes in USB keys that were locked in boxes, totally impenetrable. We defied them to try to break the box and discover the show before everyone. Despite all their efforts to break it, the box resisted. Then everyone got that Luke Cage was the new unbreakable superhero coming on Netflix.