Adweek’s Media Plan of the Year awards names Netflix, ‘Altered Carbon’ campaign Best in Show, Best Use of Alternative Media.
Human bodies enclosed in a bag on bus shelters were guaranteed to gain attention. Rapport LA and our specialist production unit, Impact, partnered with MullenLowe MediaHub and Netflix on this award-winning – and very creepy – activation in West Hollywood!
“With all of our campaigns, we strive to find unique and creative ideas that really stand out,” says Netflix vp of marketing and consumer products Shauna Spenley. “For Altered Carbon, we asked ourselves, ‘If a campaign for bodies existed in the year 2384, what would its marketing look like?’ and used that as a guiding force for all campaign touch points.” The first step in the process was figuring out where these futuristic figures might live.
“We knew we could do it, but many places won’t let you; West Hollywood was one that would,” says Simeon Edmunds, vp of Mediahub’s R+D Lab, adding that passersby in this area are not “easily shocked.”
This campaign did exactly what it intended to do, create a lot of buzz. Not only did it intrigue people to want to watch this series, it also blew up on social media, the press, and even made the local news! In addition to the bus shelters scoring 15 million earned impressions.
“Through meticulous detail and a variety of in-world concepts, we were able to literally stop people in their tracks when they experienced the placements,” says Spenley. “Every campaign is different in terms of overall effectiveness, but what stood out for Altered Carbon was the fact that news of these bodies traveled beyond both the 1-to-1 interaction and cities where we bought media.”
“Having bus shelters discussed on the 6 o’clock news is a shining example of cutting through the clutter,” Edmunds says. “Any brand on any level would consider that a success.” Perhaps most importantly, Netflix renewed Altered Carbon for a second season in July.
Congrats to everyone involved, what a great win!