INSIGHT
50% of bills in France have traces of cocaine.
IDEA
For the launch of Narcos, Netflix will turn this invisible data visible, and show that French people are already part of the cocaine business.
You may have traces of cocaine in your wallet, Netflix incites you to check for the launch of Narcos.
EXPERIENCE
This is a mobile-first campaign. To reveal the cocaine on real bills, you just need to take a picture of them with the flash of your smartphone.
We spread a large number of #Narcos bills all over France and revealed them firstly to our major influencers. Then the rest of France followed.
RESULTS
The experience turned into a social phenomenon, with 7,2 millions of tweet impressions.
#Narcos bills is a user centric, mobile and social campaign, now anchored in our pop culture, making Narcos a hit show.