Money Heist, or La Casa de Papel in Spanish, is a Netflix original series that has become a global phenomenon. The show follows a group of robbers who plan and execute two ambitious heists: one on the Royal Mint of Spain and one on the Bank of Spain. The show has been praised for its thrilling plot, charismatic characters, and catchy soundtrack. But what makes Money Heist stand out from other shows is its successful localization strategy, which has helped it reach and engage audiences from different countries and cultures. In this article, we will explore how Money Heist chose localization to boost its global sales and gain infamy.
Multi-language dubbing and Subtitling
One of the key factors that contributed to Money Heist’s global success is its availability in multiple languages. Netflix acquired the show in 2017 and re-cut it into 22 shorter episodes, which were dubbed and subtitled in various languages, including English, French, German, Italian, Portuguese, Turkish, Arabic, Hindi, and more. This allowed the show to appeal to a wider and more diverse audience, who could enjoy the show in their preferred language. According to Netflix, Money Heist is the most-watched non-English show on the platform, with over 65 million viewers in the first four weeks of the release of the Fourth Season. Moreover, the show has won several awards for its dubbing and subtitling, such as the International Emmy Award for Best Drama Series in 20182 and the Premio Ondas for Best Spanish Series in 20173.
Facts: The show's localization efforts resulted in an estimated 80% increase in viewership outside of Spain within the first month of its international release.
Cultural Sensitivity
Localization extended beyond language; it involved adapting the show's content and references to different cultural contexts. Money Heist's creators took care to preserve the essence of the Spanish setting while making it relatable to a global audience. They integrated universal themes of resistance, justice, and human emotions, making the story resonate with viewers from diverse backgrounds.
Example: The Professor's strategic brilliance and the heist's core themes of rebellion and resistance appealed to viewers worldwide, regardless of their cultural background.
Facts: Money Heist's IMDb rating averaged 8.3/10 across countries, showcasing its universal appeal.
Social Media Engagement
Another aspect of Money Heist’s localization strategy is its social media engagement. The show has a strong presence on various social media platforms, such as Facebook, Twitter, Instagram, YouTube, and TikTok, where it posts content in different languages and interacts with fans from different regions. The show also uses hashtags, memes, challenges, quizzes, polls, and live streams to generate buzz and excitement among its followers.
Example: The show launched a global campaign called #MoneyHeistChallenge, where fans were encouraged to dress up as the robbers and sing the show’s anthem, "Bella Ciao"4. The campaign went viral and received millions of views and likes from fans around the world. Additionally, the show leverages the popularity and influence of its cast members, who have millions of followers on their own social media accounts, where they share behind-the-scenes photos, videos, and stories from the show.
Facts: According to a report by Talkwalker, Money Heist generated over 41 million social media mentions and over 1.5 billion engagements in 2020, making it the most talked-about show on social media.
Global Marketing Campaigns
A third element of Money Heist’s localization strategy is its global marketing campaigns, which aim to create awareness and hype for the show in different markets. Netflix has invested in various online and offline marketing campaigns to promote Money Heist, such as billboards, print ads, bus wraps, murals, statues, and events. These marketing campaigns helped the show gain visibility and recognition in different countries and cultures, as well as attract new and loyal fans.
Example: The partnership with Brazilian soccer star Neymar Jr., who made a cameo in the show, generated significant interest in Latin America, a key market for the series. Furthermore, Netflix partnered with several brands and celebrities to endorse and collaborate with the show, such as Pepsi, Spotify, Samsung, Anil Kapoor, Tiger Shroff, and Ananya Pandey. Netflix also installed a giant statue of the show’s iconic red jumpsuit and mask in Callao Square in Madrid, where one of the show’s scenes was filmed. Netflix also organized a flash mob in Paris, where hundreds of people dressed as the robbers and danced to “Bella Ciao” in front of the Eiffel Tower.
Facts: The marketing campaigns resulted in a 30% - 40% increase in viewership in regions where these collaborations took place.
Real-World Locations
A final aspect of Money Heist’s localization strategy is its use of real-world locations as the settings for the show. The show has been filmed in various locations in Spain, Italy, Panama, Thailand, Denmark, and Portugal, which have become tourist attractions for fans who want to visit and relive the scenes from the show.
Example: The Spanish National Research Council, which served as the exterior of the Royal Mint of Spain, has seen an increase in visitors and requests for tours since the show aired. Similarly, the Guna Yala Islands in Panama, where Rio and Tokyo spent their time together, have become a popular destination for couples and honeymooners. Moreover, the show has also boosted the interest and appreciation for the Spanish culture and language, as well as the history and politics of the countries featured in the show.
Facts: According to a survey by Babbel, Money Heist was the main reason for 35% of the respondents to learn Spanish, and 72% of them said that the show helped them improve their language skills.
Money Heist is a show that has achieved global success and infamy by choosing localization as its core strategy. The show has adapted to the preferences and expectations of different audiences by offering multi-language dubbing and subtitling, engaging with fans on social media, launching global marketing campaigns, and using real-world locations as the backdrop for the show. These localization efforts have helped the show increase its sales, viewership, popularity, and cultural impact, making it one of the most-watched and most-talked-about shows on Netflix.
Source: 1. En.wikipedia.org 2. Klook.com 3. Netflix.com 4. Socialsamosa.com 5. Kimp.io 6. Mdpi.com 7. Sportskeeda.com 8. Marketing-interactive.com 9. Cnbctv18.com 10. Bing.com 11. Idiva.com 12. themoviedb.org
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