Netflix: The Bloody Soap [image]

Credits & Description:

Agency: Ogilvy & Mather Paris, France
Client: Netflix
Product: Marseille - Netflix Originals Series
Entrant: Ogilvy & Mather Paris, France
Title: The Bloody Soap
Product/Service: Marseille - Netflix Originals Series
Idea Creation: Ogilvy & Mather Paris, France
ECD: Emmanuel Lalleve (Ogilvy & Mather Paris)
CD: Nicolas Lautier (Ogilvy & Mather Paris)
AD: Allan Huon (Ogilvy & Mather Paris)
CW: Chloe Lefour (Ogilvy & Mather Paris)
AD: Thomas Yve (Ogilvy & Mather Paris)
The Campaign
One of the most famous symbols of the city of Marseille is soap. And what better than soap to advertise a series where the heroes are ready to get their hands dirty? But there’s a twist. On contact with water, the soap releases a red substance that stains the hands. So when you use it, you suddenly discover what it’s like to have blood on your hands and a guilty conscience…
Execution
We created a dedicated press kit for journalists and influencers to send the soap over. We decided to select sharply the contacts in order to make them feel exclusive, maximise the number and the quality of releases, and be sure of the relevance of each media. We therefore sent the kit over to 100 journalists/influencers, which was composed by a mysterious package coming from Robert Taro, mayor of MARSEILLE (main character of the serie played by Gérard Depardieu), a special note written from his hand, the soap crafted as the original Marseille one, the synopsis of the series and a USB key full of content to help them to write their press articles.
The influencers we sent the soap to reacted very positively and loved the idea. They thanked Netflix for the surprising and entertaining gift.
They shared pictures and even videos of the soap and of their hands 'full of blood' on all their social accounts (Facebook, Twitter, Snapchat and Instagram). They talked about Marseille as a great show to come and to be expected, inviting their followers and friends to discover it soon.
The most viewed French series trailer of 2016
More than 300 000 impressions
30% of conversions in press articles for the soap and even more around the show
The Situation
In order to get as much a possible word of mouth and talkability around the new Netflix show Marseille, we created an entertaining and surprising PR kit for journalists and influencers.
We tried to go beyond classic press releases and created an interactive solution that put them into the main character’s shoes and experience what it feels to get your hands dirty and full of blood.
The experience was highly visual encouraging people to take pictures and videos and share them on social networks.
The Strategy
We know that the 1st days around the launch are crucial for the business performance as if this shot is missed the show will hardly emerge. In this configuration, PR activity is crucial as we needed press release to reinforce the credibility and quality of the show. But we needed to surprise them...