Don't miss our awards deadlines

Netflix and Walls Magnum come together to promote Money Heist in Malaysia

Netflix and Magnum Malaysia join hands for Money Heist’s finale

Close on the heels of Netflix announcing its free plan in Vietnam, the broadcast player has announced a tech-enabled co-branded initiative to create the buzz in Malaysia for the impending grand finale of its popular Spanish series ‘Money Heist’.

In preparation for its Part 5 Volume 2 finale in December this year, Netflix has joined hands with popular ice-cream brand Magnum to give fans a tasty and memorable send-off.

The series has emerged as one of the most popular franchises globally and is also one of the most-watched Netflix series in Malaysia.

How it works

The campaign, titled ‘The Sweet Goodbye’, has been conceptualised by Accenture Interactive-owned creative agency Entropia.

The campaign begins with a secret message from La Banda, which fans need to work together to unlock pixel by pixel, just like in the popular series. Each of the 3520 pixels is a puzzle they need to solve to reach and unveil the final message.

To take part users have to buy any Magnum product, scan the QR code or visit the co-branded website, and start unlocking #TheSweetGoodbye together.

What makes this co-branded campaign different?

The campaign has been created as a fan-first initiative. The agency has worked on the intriguing idea giving it the layer of storytelling, innovation, and cultural significance.

Entropia’s creative directors, Lim Min Tze and Zachary Low, explain, “we bravely decided to go a giant step further to put the entire campaign into the hands of the fans and the public response has been overwhelming so far."

Talking about the collaboration, Stephanie Ng, marketing manager of Wall’s Ice Cream from Unilever Malaysia, says, “It was tough to resist the Money Heist with its massive fan-following. 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."

Commenting on the partnership, Charlene Wee, partner creative manager, SEA 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.” Netflix hopes that this will one such partnership that will bring a moment of pleasure to its fans in Malaysia.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy