Popular Spanish series, Money Heist is coming to an end, and in preparation for its Part 5 Volume 2 finale in December this year, Netflix and Magnum Malaysia embarked on a partnership to give fans an epic send-off they’ll never forget!
Globally, the series has garnered millions of fans and is also one of the most watched Netflix series in Malaysia. Titled ‘The Sweet Goodbye’, the campaign, conceived by marketing consultancy-meets-agency, Entropia, part of Accenture Interactive, begins with a secret message from La Banda. But this is no ordinary message. Just like it took a team to pull off the heist, fans need to work together to unlock it, pixel by pixel. And each of the 3520 pixels is a puzzle they’d need to solve to reveal the final message.
Stephanie Ng, Marketing Manager of Wall’s Ice Cream from Unilever Malaysia commented, “When it comes to collaborations, we’ve seen how powerful it can be when the right brands partner up to engage a wider audience, to drive talkability and brand equity for both. So how could we ‘resist’ Money Heist – a truly exceptional series that has taken the international scene by storm and swiftly gathered fired-up fans along the way? We can’t wait to watch the grand finale while indulging in a decadent Magnum.”
Commenting on the partnership, Charlene Wee, Partner Creative Manager, SEA from Netflix, said, “At Netflix, we’re always looking for ways to surprise and delight fans by connecting the shows they love with real world experiences through our partnerships. Money Heist has built a phenomenal global following, transcending both cultural and language barriers – and Malaysians have joined the phenomenon. All we can reveal is, the end will be ‘bitter-sweet’, and we are thrilled to be partnering with Magnum to bring a moment of pleasure to our fans in Malaysia.”
April Toh, principal at Entropia, part of Accenture Interactive, commented, “The intriguing idea got us excited right from the beginning. It has the perfect balance of storytelling, innovation, and cultural significance, which translated into our entire team of die-hard Money Heist fans pitching in to concoct this impressive campaign.”
“Considering Money Heist’s cult-like fandom, we were clear from the start this has to be a fan-first campaign. And we bravely decided to go a giant step further to put the entire campaign into their hands. That scared us. But it’s often an indication that we’re onto something big, and, not surprisingly, the public response has been overwhelming,” Creative Directors, Lim Min Tze and Zachary Low added.
On the first day of the campaign launch, fans excitedly registered to unlock the encrypted goodbye message. Campaign-related content on social media platforms were thriving with hundreds of likes and comments, with many fans expressing excitement and speculating on what the final message will be.
To join in the fun, users just have to buy any Magnum product, scan the QR code or visit www.MagnumMoneyHeist.com.my and start unlocking #TheSweetGoodbye together.
Submissions Deadline: 15 November 2021
Announcement of Finalists: 29 December 2021
Judging & Presentations: 25 & 26 January 2022
Winners Announcement: 22 February 2022
Download the entry kit here.
Submit your entry here.
APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
MARKETING Magazine is not responsible for the content of external sites.