To generate hype for Citadel, Amazon Prime’s new spy drama launching in South Africa, we tapped into South Africans’ natural curiosity by bringing the world of espionage to life in spectacular fashion. We installed a giant illuminated spy briefcase with a massive screen, smoke effects, and lights in Nelson Mandela Square. Passersby watched the trailer, then scanned a QR code that launched an Instagram messenger bot experience filled with cloak-and-dagger scenarios. Throughout the campaign, the bot continued feeding fans exclusive intel about the show and allowed them to create their own agent IDs, immersing them in the spy lifestyle and driving anticipation for the series debut.
Outcome
Accolades:
• IAB Bookmark Awards (2024): The campaign won a Bronze award in the Channel Innovation category.
• SA MMA Smarties Awards: The campaign won an award in the Experience Technology: Real-Time Marketing category.
• Giraffe Creative Awards (2024): The campaign won a Silver award in the Integrated Campaigns category and another Silver in the Digital Campaigns category for "Citadel - The Classified Drop
