VIAPLAY
Dutch launch campaign
In the spring of 2022, Viaplay was entering the already-saturated Dutch streaming market. Luckily, we had a secret weapon: Formula 1 Champion and national hero, Max Verstappen.
We knew consumers thought they already had all the streaming platforms they needed, but we also knew that many of them found themselves in a “streaming rut” and were hungry for something new and unexpected. With a strong emphasis on live sports and dark scandinavian crime dramas, we could offer them that extra thrill on the side...
And who better to help us make our case than a guy with arguably the most exciting life imaginable? If we had content so thrilling it could captivate someone like Max, viewers could safely assume that it was something they wouldn’t want to miss either.
So with Max’s help, we set out to ask the question:
We knew consumers thought they already had all the streaming platforms they needed, but we also knew that many of them found themselves in a “streaming rut” and were hungry for something new and unexpected. With a strong emphasis on live sports and dark scandinavian crime dramas, we could offer them that extra thrill on the side...
And who better to help us make our case than a guy with arguably the most exciting life imaginable? If we had content so thrilling it could captivate someone like Max, viewers could safely assume that it was something they wouldn’t want to miss either.
So with Max’s help, we set out to ask the question:
“Zoek je een beetje extra spanning?”
(Looking for some extra thrill?)
(Looking for some extra thrill?)
With Amsterdam covered in Viaplay billboards for the campaign launch, we even had Max “crash” his own party...
For a more content-focused followup campaign, we were able to bookend sizzle spots with repurposed footage of Max watching TV - using him to get viewers’ attention and help them make the connection to our big launch.