It is in the top of the best audiences recorded by the platform and has been a “absolute success” in attracting new customers, in addition to achieving significant performance in loyalty and recommendation.
The Movistar Plus+ marketing and communications team speaks in these terms regarding “Many people have to die” and its promotion strategy, about which it has spoken with reason.Why.

They claim that it has been risky in its tone and aesthetics, counterintuitive in its approach, fun for the audience and accurate in its impact.
The truth is that the series has turned out to be practically unavoidable and, perhaps precisely for that reason, it has not been exempt from some misunderstandings, such as the one related to the location of its posters next to a hospital in Alicante or a cemetery in Zaragoza.

For days it has been impossible not to come across, in one context or another, some message inviting you to watch the six chapters of the series that has adapted the novel of the same name created by Victoria Martín. And the campaign has sought the greatest possible deployment, both in owned and earned media, to attract new audiences to the platform.

“The objective has been to open ourselves to new audiences, gain subscribers in profiles that go beyond our proposal in sports content.“, comments Gema Perona, Head of Marketing and Communication at Movistar Plus+, in statements to reason.Why. “This responds to the company’s strategic plan, and has been present since we launched to adapt the book and produce a series two years ago.”.

A media strategy based on discomfort

“A lot of people have to die” has been the great title of the platform, as well as the great campaign, for the second quarter of this year and, in this sense, we have worked closely with the creators and with the cast, made up of Anna Castillo, Macarena García, Laura Weissmahr and Sofía Otero. There has also been collaboration with the creative agency Lady Brava, in charge of the visual identity and developing the creative concept of the communication campaign. To do this, the incisive tone, corrosive humor and discomfort that the characters feel in the world were taken as a reference to create their own visual and narrative codes based on gestures and objects that are part of the plot.

Communication has thus been conceived as an extension of the universe of the series, and has been carried out through accurate media planning together with the Havas Media agency aimed at maximizing reach.
Proof of all this is the main digital spot, which accompanied grimaces of discomfort and annoyance with some of the phrases uttered by the protagonists throughout the episodes.

That is also the feeling that has been evoked by the dozens of pieces shared by the platform on social networks, where it has featured both We Are Social and Socialmood. The campaign has combined different approaches and formats to awaken the interest and curiosity of users regarding the story of “Many people have to die.” Exclusive images of the making of, interviews on uncomfortable topics, the most notable scenes, or special pieces in which the actresses themselves appear uncomfortable, have promoted the content.

An anti-series approach to “Many people have to die”

Humor has been the central axis of the strategy and, when combined with that idea of ​​discomfort, has resulted in what Movistar Plus+ considers its first “anti-series” campaign.

““Everything has been based on the cynical view that the series offers, and part of the campaign has been based on satire, on conveying with irony that the series is bad and that it is not worth it”comments Nuria Labari, Head of Social Media at Movistar Plus+, to reason.Why. “We have played with the meaning of the title and with the communication of our brand. That rarely happens. That a series has a sense of humor is more common, but that it has a platform to laugh at itself is something new, and people have received it with great joy.”.

To develop this idea of ​​an “anti-series,” the brand has had profiles of influencers and content creators that fit narratively with the story and tone of the series. A vandalization of posters by La Pija and La Quinqui; an interview that goes wrong with Esti Quesada or Jorge Ponce, or a compromised review on the part of Amaral – who also created an original song for “Se has to die a lot of people” – have contributed to creating a kind of transmedia narrative and continuing to build the title.

The campaign has also resorted to traditional promotion formulas in conventional media. Among other things, the creator and the actresses presented “Many people have to die” at the Cannes Series festival; They have made appearances on television programs such as “La Revuelta” or “Al cielo con ella”; in radio spaces and podcasts; and have given interviews to publications such as Tapas, Vogue either Squireas well as in press conferences with specialized and general media. The strategy also included a premiere at the Capitol cinemas in Madrid.

For its part, outdoor advertising, led as we have learned in this medium by Elena Domínguez, Javier Queipo, Ana Padín and the Havas Media agency, has been a key piece in the company’s outreach objectives. Promotional signage has been activated, together with different exclusivists, in a wide variety of media in the country’s large cities, such as Madrid, Barcelona, ​​Bilbao, Valencia or Zaragoza. In the capital, for example, the banner displayed in the Plaza de Santa Ana, or in the Goya metro station, the closest to the Movistar Arena venue, has stood out.

However, some of these posters have appeared next to hospitals or cemeteries, which has sparked some critical readings among a section of users, considering it lacking in sensitivity. The brand points out that it was a coincidence and defends that the controversy was not sought. “There is no joke, there is no copy. It’s just the title of the series, and we can’t change that“, Nuria Labari tells us. “The campaign is not made to offend anyone, but logically not to be censored in any medium, because it would make no sense. Most people have understood the message and its sense of humor, and we believe that is a success”.

The media plan has also included display advertising and activations on the platform itself, which has highlighted the title to its subscribers. But he has not left aside the experience either, which he has worked from an activation during the Madrid Book Fair. On a tactical level, this has allowed us to promote commercial objectives, since a month’s subscription to the platform was offered for the purchase of a cap; and at a strategic level, it has continued to place Movistar Plus+ in the territory of supporting culture.

Learnings and results of the campaign

Beyond the impact derived from the massive deployment of communication, the company’s team stands out in conversation with reason.Why some keys to success. On the one hand, understand and enhance the different layers of promotion, from the macro to the micro; on the other, the construction of a complementary storytelling to the creative universe of the series itself; and finally, a narrative in continuity that has not left any isolated action.

Although they do not share quantitative details, they celebrate the success of the strategy and also of the series, which occupied the first place of the most viewed on the platform after its premiere and still remains in the top 10 weeks after its launch.

Beyond the audience, they consider that “Many people have to die” has had a return and performance “exceptional” and it is among the top 3 titles that have performed best in terms of acquisition in the history of Movistar Plus+, especially following the launch of the free plan. They compare it with the success of films like “Los Domingos” or “Sirat”, winners in this year’s edition of the Goya Awards.
As confirmed during the conversation with reason.WhyAs a result of all of the above, the series has been renewed for a second season.