Netflix, working with Havas Singapore, launched a large-scale outdoor and ambient campaign, for the month of November, to promote The Crown, a television drama series. The showcases the story of Buckingham Palace and 10 Downing Street, and offers an intimate look at the personal history of Queen Elizabeth, while documenting her rise to the throne.
The key insight behind the campaign was whilst the Queen is one of the most famous people in the world, the audience knows very little about her. Therefore, adopting an unconventional media approach, the campaign has been built around uncommon knowledge about the Queen at a variety of touch points spread across Singapore.
Featuring more than 30 customised ambient and outdoor executions, the locations ranged from bus shelters and taxi stands, to supermarket shelves, bar tops, home furnishing stores, elevator doors, post boxes, hawker stalls, and even a parade of corgis down Orchard road.
“After a fair bit of digging, we uncovered a wide variety of insights about the real Elizabeth and what makes her tick,” said Andrew Hook, group ECD at Havas Singapore. “From the fact she was a mechanic in the war before being crowned, to the story of her paying for her wedding dress with ration coupons. These insights build together to create a rich, fascinating portrait of her life and character.”
Moreover, in a special collaboration with Robinsons Orchard at The Heeren, a street window display showcases actual costumes from the show, including the wedding outfits from Princess Elizabeth and Prince Philip, alongside other signature pieces peppered throughout the store.