To show that top series like Dexter and Sisi were exclusively available on NPO Plus, we did more than just bring attention to them. We created local and topical relevance by talking about the themes the series address. So for Vigil, an exciting British series about a murder on a submarine, we offered interviews with a Dutch ex-Minister of Defence and a former submarine commander on what’s it actually like to be on a submarine for a few weeks. For the wonderful costume drama Sisi, the focus was nostalgia and Christmas spirit. In the run-up to Christmas we sent Sisi (not the real one) to go carolling at media offices and deliver Austrian press packs. And for the release of Dexter we killed three journalists (just kidding).
More and more people are becoming familiar with NPO plus and the platform is perceived as a serious, high-quality streaming service. After the press campaigns for Sisi, Dexter and Vigil there was a peak in the number of viewings. NPO Plus was also increasingly cited by the Dutch press as the provider of high-quality series.