JUAN GABRIEL – THE BALLAD OF ALBERTO

— NETFLIX JUAN GABRIEL THE BALLAD OF ALBERTO THIS STORY WAS - TOO BIG FOR SMALL SCREEN CONTEXTO NETFLIX FACED A CLEAR CHALLENGE: TELL THE STORY OF ALBERTO, THE MAN BEHIND JUAN GABRIEL, IN A COUNTRY THAT ALREADY LOVED THE ICON ai “With its premiere, Netflix and Mexico City enshrine Juan Gabriel as an icon” GN INSTEAD OF LAUNCHING A DOCUMENTARY IN A TRADITIONAL WAY, NETFLIX TURNED THE STORY INTO A CULTURAL EXPERIENCE. “Before Bad Bunny, THE IDEA WAS SIMPLE BUT POWERFUL: DON’T ASK PEOPLE TO WATCH THE , the world had Juan Gabriel DOCUMENTARY, MAKE THEM FEEL IT FIRST, BY BRINGING THOUSANDS OF FANS TOGETHER TO RELIVE HIS MOST ICONIC CONCERT IN THE HEART OF MEXICO. ~ -, ~~ The New ork Times CONTEXTO NETFLIX RESTORED AND REMASTERED JUAN GABRIEL'S LEGENDARY 1990 CONCERT AND BROUGHT IT TO THE ZOCALO AS A FREE, OPEN-TO-ALL EVENT. “EI Divo returned to the Zécalo; over 170,000 people sang ‘Amor Eterno’ to Juan Gabriel” THE CAMPAIGN UNFOLDED IN LAYERS: PR TO BUILD ANTICIPATION AROUND THE DOCUMENTARY URBAN TAKEOVERS (LIKE BELLAS ARTES METRO STATION) AMPLIFICATION ACROSS SOCIAL, OOH, AND TV THE CONCERT ANNOUNCEMENT AS THE CLIMAX MILENIO “The campaign that reignited Mexico’s eternal love for Juan Gabriel” THE EVENT WAS PRODUCED AT MASSIVE SCALE, WITH GIANT SCREENS, IMMERSIVE SOUND, AND LIVE BROADCAST, TURNING THE ZOCALO INTO A MONUMENTAL VENUE WHERE OVER 170,000 PEOPLE SANG TOGETHER AS IF JUAN GABRIEL WERE STILL ON STAGE. Merca20 RESULTS 407M IMPRESSIONS AND 7.9M ENGAGEMENTS 25K EARNED MEDIA STORIES (G= MORE THAN F1 MEXICO) MORE IMPORTANTLY, IT SHIFTED BEHAVIOR: PEOPLE DIDN'T JUST CELEBRATE JUAN GABRIEL s THEY BECAME CURIOUS ABOUT ALBERTO, DRIVING MILLIONS TO WATCH THE DOCUMENTARY. ~ “Juan Gabriel makes history as the first deceased artist to fill the Zocalo” Aor NETRO +407,000 Global Top 10 Non-English Millions of Impressions shows for 2 weeks Top 10 shows in Mexico The largest live event for 3 weeks in Netflix’s history