Netflix announced the return of the hotly anticipated hit crime drama Top Boy on the BFI IMAX, Europe’s biggest advertising canvas in London’s Waterloo. 

the challenge

Announcing the return of the highly anticipated crime drama required a strategic approach to captivate the audience’s attention and generate buzz.

the solution

Netflix made the announcement using BFI IMAX, Europe’s largest advertising canvas. This iconic location in London’s Waterloo ensured maximum exposure and impact. A 10-second time-lapse clip of the huge IMAX wrap was shared on Twitter, confirming the return date of March 18. This teaser created excitement and anticipation among fans.

Netflix capitalised on social media platforms to amplify the campaign. Fans shared the teaser clip on Twitter, generating additional buzz and excitement Series star Ashley Walters participated in the campaign by teasing details of the new season and sharing insights into creating the IMAX wrap, adding a personal touch and further engaging the audience.