DENTSU CREATIVE NIGERIA
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LABURU IS COMING

  • NETFLIX
  • As Netflix's first communication in Nigeria, there was the need to balance the introduction of Netflix alongside driving new sign-ups for the platform.

Tapping into a key moment in the previous King of Boys I released, we created a campaign that sparked excitement and connected with our Nigerian audience

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CHALLENGE
A CHARGE TO TAKEOVER

How do we take a hit cinema movie out of the cinemas, and get the audience equally excited for the sequel’s release on the small screen?

As Netflix's first communication in Nigeria, there was the need to balance the introduction of Netflix alongside driving new sign-ups for the platform.

SOLUTION
LABURU IS COMING

We created a narrative around the key character of the movie, setting up stunts, events, digital challenges while strategically using the talents and director as macro influencers while extensive engagement strategy leading up to the launch carried the superfans along

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APPROACH

PASSION IS INFECTIOUS

We had a property on our hands that already had a rabid fanbase and had enjoyed a successful outting in the movies. We sought to stoke the excitement of Nollywood superfans with the sequel to a level that invokes FOMO in even non-fans.
Over 10M impressions, reached over 52M people
for the campaign
Over 2.5M views across social media
Video Stunt
Over 27M Naira
Earned media on this campaign
The highest number of app downloads for a single title
Since the launch of the Netflix service in Nigeria - within 2 months