Enigma, a live experiences and production company, led by Founder and Managing Director Adam Griffiths, recently executed a Netflix activation in Jeddah, Saudi Arabia from December 5 to 6, 2024.
The two-day event, held at Le Chateau Mall from 4:00 PM to 12:00 AM each day, invited visitors to engage with various Netflix films, series, and games through an interactive experience. The event, which was free to the public, featured 14 different zones, each offering unique experiences based on popular Netflix titles.
Enigma transformed a derelict house in Jeddah, which lacked basic infrastructure, into a fully functional event space. The team worked over 10 days to create immersive experiences based on both Arabic and international Netflix content. Notable experiences included interactive zones for Al Khallat+, Ras b Ras, Finding Ola, The Exchange, and Love is Blind Habibi. Additionally, a Bridgerton Café, a Wednesday bedroom set, and a hands-on challenge inspired by One Piece were included.
The team faced significant challenges throughout the project, including sourcing an appropriate venue, developing creative concepts to align with the brand’s identity, and handling the logistical complexities of transforming the site into a functional event space. Despite these obstacles, Enigma successfully completed the project within the designated time frame.
The response from the local community in Jeddah exceeded expectations, with attendance more than doubling the original target. As a result, Netflix extended the experience for an additional weekend to accommodate the larger-than-expected crowd.
Throughout the two days, attendees had opportunities to enjoy live entertainment, photo opportunities, and meet creators and talent from Netflix series. The event saw attendance surpassing the initial target, prompting Netflix to extend the activation for an additional weekend.
