Dojomanía

Netflix needed to build awareness in Argentina and Chile for the launch of Cobra Kai season 5 in 2022, with an action that felt as unpredictable as possible.

Dojomanía (Netflix, Argentina and Chile, 2022): Mashin created the strategy and the creative idea for an urban intervention that simulated the upcoming opening of a Cobra Kai dojo in empty storefronts in Buenos Aires and Santiago de Chile.

The trailer revealed that in season 5 the Cobra Kai dojo franchise was expanding, and the action took that promise to the street. During the week before the premiere, in partnership with three real estate agencies and a real estate portal, the signage and windows of empty storefronts were taken over with the series' iconography, which encoded the message without needing to explain it.

The dojo's opening date matched the premiere date and redirected to Netflix. Posts on digital news portals and a WhatsApp inquiry line invited people to book a class at the dojo, as a gateway to a later press action. Execution in Buenos Aires was by Mashin and in Santiago de Chile by Agencia Fauna.

Mashin ruled out three alternatives: traditional advertising, giveaways and Netflix's official channels.

Traditional advertising did not create the surprise the launch called for. Giveaways turned anticipation into a transaction. Netflix's official channels would have given away that it was a campaign and removed the action's unpredictability.

Dojomanía took over more than 25 points in Buenos Aires and Santiago de Chile in 2022. The action was done in partnership with three real estate agencies (Baigún, Daria and Mel) and the real estate portal Zonaprop.