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Netflix Squid Game 3

    Amplify + Netflix count down to the final game.

    Challenge

    Netflix’s most-watched title ever is coming back to shock the world one last time.

    Netflix challenged Amplify Australia to ignite conversation with fans and count down to Squid Game’s epic conclusion.

    Insight + Strategy

    As the only Western market in an Asian region, Netflix had the opportunity to celebrate its most popular non-English title ever, while also highlighting our vibrant Korean-Australian communities in a uniquely Aussie way.

    To achieve this, Amplify designed a disruptive campaign that generated excitement and anticipation for the final game by blending the best of Squid Game and K-culture with the real and digital worlds of fans everywhere.

    Solution

    Time to play the final game.

    Starting the countdown one month ahead of the series' release, Squid Game launched in market with a playfully sinister OOH campaign inviting players to prepare for one final game. Localised to Melbourne, the placements were strategically placed near Federation Square.

    K-Festival Takeover

    Uniting fans to play IRL while rewarding dedicated locals who have been championing the fandom for years, Squid Game disrupted Melbourne’s annual Korea Festival in Federation Square.

    Taking over the centre of Korea Festival’s footprint, the weekend-long experience featured Squid Game’s iconic Red Light Green Light with an operational Young-Hee doll, Pink Guards enforcing the rules, a Recruiter to play ddakji and shareable backdrops from the last two seasons.

    The backdrops included the VIP Lounge, Mino Stairs, and Pink Coffins, allowing fans to immerse themselves fully in the game and share online.

    Playfully Sinister OOH

    Focused on combining unmissable iconography from the series, the digital and OOH campaign featured iconic imagery from the series, including the Young-Hee doll and the new doll Chul-Su playing an exclusive season three game of Jump Rope, alongside the familiar countdown clock.
    The bold countdown clock was updated daily as a constant reminder for fans to prepare for the final game. On launch day, all media switched to custom "GAME OVER" messaging, signalling that the game had begun.

    A selection of high-traffic placements featured bespoke motion where Young-Hee and Chul-Su’s eyes tracked passersby, giving the illusion that they were being watched and couldn’t escape the doll’s gaze.

    Results

    Squid Game 3’s final campaign celebrated with Aussie fans and gave them one last opportunity to play.

    Brand Experience Agency of the Decade