Source: Adweek
Netflix and their agency DonerLA have launched a secretive contextual OOH campaign, in which ads are placed in bathrooms of clubs and bars where customers in the ’90s would have been sampling the product that the Cali Cartel was distributing.
“Here in the ’90s? There’s an 80% chance this power came from the Cali Cartel,” says transparent stickers placed on urinals and toilet-paper dispensers. Next to the copy is an image of a rolled-up $1 bill and white powder.
The match of the ad, placement and context is great for this campaign, so much so that the ads keep disappearing from their locations as visitors obviously want this memento.
Part of the push are also coasters, including some that are mirrors—widely known as cocaine’s favorite surface to be snorted from.
Season 3 of Narcos just rolled out on Netflix and as with previous season, the advertising is largely built around fact-based campaigns utilizing lots of statistics.
Just as illustration, here are some stats used in this campaign:
- Every three hours, the Cali Cartel made $917,000.
- In 1995, the Cali Cartel earned more than Pablo Escobar and any of that year’s Fortune 500 Companies.
- The Cali Cartel was responsible for trafficking 80 percent of the world’s cocaine supply.
