Stranger Rides
8. Brand Experience & Activation Kancils [8.1 Best use of brand experience & activation (non-digital)]
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Links:
Product/Service:
Stranger Things Season 5
Client:
Netflix Malaysia
Brief:
Since its debut in 2016, Stranger Things has built a passionate global fanbase. With each season, audiences have eagerly waited to be part of the action. For the Season 5 finale, Netflix wanted to bring the show’s final adventure into the real world through its global platform, “One Last Adventure.”
In Hawkins, every adventure begins on two wheels. But Malaysia is not traditionally a cycling country. So the challenge was to create an experience that could excite hardcore fans while also welcoming casual viewers and newcomers to the series.
Solution:
Introducing Stranger Rides. A Malaysian reinterpretation of the Stranger Things universe, brought to life through the Malaccan trishaw in all its glory.
Rather than asking new and casual fans to catch up on seasons of lore online, we transformed key characters, moments and elements from the series into curated trishaw rides. Demogorgons, the Mind Flayer, Scoops Ahoy, Max’s possession by Vecna, the Hellfire Club and Snow Ball were all reimagined in a distinctly Malaysian way.
Each trishaw became a moving tribute to the world of Stranger Things, taking fans on a nostalgic journey through the series’ most memorable moments.
The rides travelled down Jalan Ampang, in front of the Petronas Twin Towers, turning one of Kuala Lumpur’s most recognisable locations into a real-world gateway to the Upside Down, just in time for the season finale.
