“LOS FARAD” SERIES LAUNCH (PRIME VIDEO 2023)

Global Show Launches
Written By Simone Fortunini

Context: 

Launch campaign of “Los Farad” series, a thriller and action-packed family saga set in the 1980s, telling the story of Oskar, a middle-class aerobics instructor who becomes entangled with a wealthy family involved in arms trafficking.

Challenges: 

  • The cluttered holiday season and numerous competitor releases. 

  • The show is a new unknown IP

  • The series needed to resonate with international audiences

 

My Strategic Approach:

  • Maximizing Talent Visibility: Miguel Herrán’s star power positioned as a central driver for the campaign, with his visibility ensured across all key assets and supported by premium PR appearances in major media outlets.

  • High-Impact Creative Assets: capturing the blend of 80s Marbella luxury and underlying danger, with the tagline, “Family is the most dangerous weapon”, reinforcing the show’s themes.

  • Leveraging O&O Media and Social Engagement: strong always-on social strategy expanded the Los Farad universe through influencer collaborations.

  • Strong PR Campaign: broad coverage in leading media outlets like Vogue, Variety, and Fotogramas. High-profile events, including the Madrid premiere and a press junket.

80s Nostalgia and Audience Immersion: 

  • ¡Hola! Magazine Stunt: A special 80s edition of ¡Hola! portrayed the Farads as a glamorous family, with the inner pages revealing their hidden darkness. Distributed in Madrid and Marbella.

  • Club Candonga Experience: Immersive 80s-themed pop-up in Madrid, recreating Club Candonga with aerobic classes, giveaways, and interactive events, engaging fans in the world of Los Farad.

  • Tanya Farad Single: Released “Para papá”, Tanya’s fictional song, on music DSPs with an 80s-style album cover. Integrated with Alexa, allowing users to request the song via voice command.

  • Operación Triunfo Activation: Promote the series in famous Spanish reality-series through a cast visit, an 80s aerobic class and a Movie-night livestream.

  • Fitness Influencer Amplification: Patry Jordan shared a Los Farad workout video on YouTube, extending the campaign to her 13M+ subscribers.

Comprehensive Media Plan: 

  • TV, OOH, OLV, Display, Social, and Print, ensured maximum reach. High-impact OOH placements in metro stations, trains, and shopping malls.

  • Strategic amplifications partnerships with Vodafone, Orange, and Movistar to through exclusive content.

  • Premium festive TV spots during the Christmas Lottery and King’s Speech, filmed in analog to evoke 80s nostalgia, followed by New Year’s and Reyes Magos social video pills.

  • Contextual OOH: High-traffic placements in metro stations, trains, and shopping malls, with slogans like “Next stop: Puerto Banús” and “Travel to savage eighties”.

Results

  • Los Farad ranked as the most-watched Prime Video Original series from EMEA.

  • The social campaign drove high engagement rates, with content amplified across TikTok, Instagram, and YouTube.

  • received a 7.5 IMDB rating, with strong viewership across multiple regions, including Spain, France, Italy, and Germany .

  • 88% positive Social Sentiment after 5 days. Fans praised the cast and expressed excitement for a second season.

  • Club Candonga activation was visited by 234 people in one weekend

Simone Fortunini
Previous

“CULPA MÍA” MOVIE LAUNCH (PRIME VIDEO 2023)