SITUATION
Amidst a flood of diverse series and movie content across various OTT platforms, Netflix's most anticipated title, <Squid Game>, sought to announce the release date for its upcoming Season 2 in a differentiated and standout manner, rather than through conventional methods.
The embargo lift for Squid Game Season 2's release date was set for 9:00 AM on August 1, 2024, and it was decided that the outdoor advertisements would also be unveiled accordingly.
SOLUTION
Outdoor advertising installations are typically carried out quietly during off-peak hours when people are less exposed. However, this campaign broke that convention by deliberately exposing consumers to the installation process and planning a performance to provide a unique experience.
Utilizing the pink guard—the most iconic IP from Squid Game—as workers, the installation performance was conducted at Gangnam Station precisely at 9 a.m., the embargo release time.
RESULTS
The time-lapse video posted on Netflix Korea's official Instagram account (@netflixkr) achieved a total of 420,000 engagements.
It has been widely discussed across various media and social platforms, successfully heightening anticipation for Squid Game Season 2. Internally, the client also gave it a positive evaluation, recognizing it as a successful campaign that captured consumer attention.
