| Title | NETFLIX GIF |
| Brand | NETFLIX |
| Product/Service | NETFLIX, SVOD |
| Category |
A05. USE OF BROADCAST IN A PROMOTIONAL 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 |
The Brief
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 brand nor its content.
The objective of this outdoor promotional campaign was to introduce the Netflix catalog to French people by illustrating the brand promise: Netflix put content in people’s lives whenever, wherever and in the way they want.
Our strategy was designed to attract first-time subscribers by featuring the Netflix content in a relatable, entertaining and never-before-seen way.
Describe how the promotion developed from concept to implementation
The creative idea was to promote the Netflix content with a one-of-a-kind hyper targeted outdoor campaign based on people’s interests and behaviors. We came up with the first DOOH campaign made of 100 GIFs. Showcasing the Netflix catalog from people’s favorite shows and soon-to-be-favorite Netflix Originals, the campaign was 100% contextual.
The GIFs’ messages were selected based on the location and time of the day. We defined a targeted map of France for the content featured in our media space to adapt to the location’s audience at all times. Moreover, the GIFs were changing in real-time depending on the context.
Describe the success of the promotion with both client and consumer including some quantifiable results
The number of contacts for the contextual GIF campaign was more than 120M solely for the first week.
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. It triggered plenty of discussions about the Netflix catalog driving people to the Netflix website and generating subscriptions.
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.
Explain why the method of promotion was most relevant to the product or service
With this original contextual GIF campaign, we were able to speak to our audience in a hyper targeted way, ensuring a maximum relevance for the promotion of the Netflix content. Our communications connected the Netflix catalog with people’s lives in real-time: a creative way of promoting the Netflix films and TV series through outdoor.
With that digital outdoor campaign, we managed to put forward Netflix’s unique consumer-centric and innovation-driven philosophy. We created brand love and proximity with the French while positioning Netflix as a leader in innovation.