To promote the release of the new Netflix original series, Altered Carbon, Biborg and Netflix created a digital and out of home campaign.
Set in a future where consciousness is digitised and stored, a prisoner returns to life in a new body, called “sleeves” and must solve a mind-bending murder to win his freedom.
Beginning with a pre-launch phase including street marketing and digital out of home formats, users were given a taste for what the series is about. Biborg worked on the communication promoting an ephemeral store which was installed in the Marais. The formats surrounding this store, both indicated the address to the place as well as displaying the main elements of the series.
Street marketing posters were created in the form of sleeve bags with a body waiting for their transfer to happen as well as digital out of home formats with a sequence of the trailer. There was also a geo-localised mobile format integrating Google Maps, inviting people to visit the activation by displaying the journey from their current location to the store.
For the launch of the series which was on the 2nd of February 2018, Biborg created and produced a full custom homepage takeover format on 10 sites including Konbini, Society and Allocine just to name a few. There was also a digital out of home “sleeve” activation present in 7 cities throughout France. An interactive experience utilising the Digital Wave screen in the Cap 3000 mall in Nice was both created and produced in partner with Clear Channel, Stereoplane et Theoriz. The activation invited passers by to interact by standing on ground stickers in order to launch body transfers of the main characters from the series. Once the body transfer occurs, a short video cut trailer corresponding to that character was displayed.