Title | NETFLIX GIF |
Brand | NETFLIX |
Product/Service | NETFLIX, SVOD |
Category |
A03. USE OF OUTDOOR IN A MEDIA CAMPAIGN |
Entrant Company
|
OGILVY FRANCE Paris, FRANCE
|
Advertising Agency
|
OGILVY FRANCE Paris, FRANCE
|
Media Agency
|
MEC Paris, FRANCE
|
Credits
Baptiste Clinet |
Ogilvy Paris |
Executive Creative Director |
Nicolas Lautier |
Ogilvy Paris |
Creative Director |
Julien Chiapolini |
Ogilvy Paris |
Art Director |
Riccardo Fregoso |
Ogilvy Paris |
Copywriter |
Hélène Boudin |
Ogilvy Paris |
Creative Assistant |
François Phan |
Ogilvy Paris |
Integrated Producer |
Alexandra Mimoun |
Ogilvy Paris |
Director Of Strategy Integration |
Amélie Delacour |
Ogilvy Paris |
Strategic Planner |
Philip Heinmann |
Ogilvy Paris |
Managing Director |
Anne Sophie Carbo |
Ogilvy Paris |
Business Director |
Alexis Valero |
Ogilvy Paris |
Account Executive |
Joo Hyung Lee |
Ogilvy Paris |
Account Executive Assistant |
Cédric Choppin |
Delapost Paris |
Production Compagny Director |
Sébastien Mollard |
Delapost Paris |
Graphist |
Alice Prudhomme |
Delapost Paris |
Production Assistant |
Matthieu Delcoustal |
MEC |
Account Director |
Marie Arnaud |
MEC |
Account Executive |
Cécile Dourdin |
Screenbase |
Account Director |
Céline Boissinot |
Screenbase |
Account Manager |
Results and Effectiveness
The number of contacts for the GIF campaign was more than 120M solely for the first week.
The contextual GIF campaign generated a huge amount of earned media with more than 800 positive mentions.
The campaign made Netflix part of people’s lives. It was truly engaging, commuters took pictures and posted videos of the GIFs they passed by. The estimated social media reach is 75M.
Netflix came off as a precursor. People liked the campaign because it represented the convergence of online and offline cultures. ‘First’ and ‘innovation’ were the most mentioned words when talking about the campaign.
Creative Execution
The creative agency and the media team worked hand in hand in order to implement the creative idea: contextual GIFs that resonate with people’s lives in real-time.
Firstly, we selected high traffic locations (malls, subway stations, theaters, office buildings). We then built a process that enabled us to anticipate and react to events with GIFs and messages relevant to the location and context. For example, if the weather forecast announced rain, we placed a rain-specific GIF.
Insights, Strategy and the Idea
For the launch of Netflix in France in September 2014, our challenge was to introduce the American SVOD brand to consumers who didn’t know much about the category and knew nothing about the brand.
Our strategy was designed to create brand love and proximity with the French audience while positioning Netflix as a leader in innovation.
We plugged to people’s lives by promoting Netflix and its variety of content in a very relatable, entertaining and never-before-seen use of media.
We came up with the first digital outdoor campaign made of 100 GIFs - a campaign that took online culture into the offline world. Showcasing people’s favorite shows, the campaign was 100% contextual: the GIFs were changing in real-time depending on the news, weather, time of the day and the location…
With this one-of-a-kind initiative, Netflix transformed a pop culture trend into an innovative media idea.