Netflix TRESE: This Is Our City

NETFLIX's Trese is a horror/crime animated series based on Philippine folklore on supernaturals. Its protagonist Alexandra Trese is a female who brings justice against the crimes of these supernatural creatures, thus she is hated by them.

For its launch, Netflix wanted to do a promotion that will not just be talked about by fans, but by everyone in the country, too. Though Netflix had OOH / billboard placements across the whole country, the Philippines is still lockdown for almost 2 years already. Eyeballs on their placements remained way below average.
Agency: GIGIL

So we found a way to get people at home to still notice the billboards. We defaced and vandalized our own billboards, making it seem like actual supernatural creatures destroyed them. We also leaked videos of these creatures "destroying" Trese's promo materials.

Thus, speculations rose across media networks and social media. Fans also loved the homage of the marketing campaign to the inspiration of the series.

As a result, this campaign helped Trese become the TOP 1 series on Netflix Philippines within just 24 hours, and helped it stay #1 for 10 days straight.