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Netflix Gif Campaign

basics
Industry: Media & Publishing
Media:Promotion & Event
Market:France
Style: Minimalism
descriptioncnen
Brief Explanation
This entry belongs to Promo & Activation because the GIFs showcase various content from Netflix while promoting a Netflix feature at the same time. The GIF campaign transformed an internet and pop culture into an innovative media idea. It resorted to reaction GIFs, which are used daily by everyone to express emotions and messages in an entertaining way. Thus, by using only Netflix content to do so, in a contextual way, our work truly spoke to the French and quickly became viral.
Client Brief Or Objective
For Netflix’s launch in France, 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. Some French people also had second thoughts about the breadth of Netflix's catalogue.Our strategy was designed to create brand love and proximity with the French audience while positioning Netflix as a leader in innovation.The GIFs were the solution to showcase the variety of Netflix content while promoting and explaining Netflix features in an entertaining way. GIFs made the brand seamlessly part of French people's lives.
Outcome
Solely for the 1st week, whereas outdoor doesn’t usually end up on the web, the campaign generated over 3K publications (90% were positive). Key influencers talked positively about it: in the advertising and tech industry, in French Business press and even abroad. Thus the brand and its content reached different targets who got to see their favorite characters in their daily lives and also discovered new Netflix shows to try out. “Innovative” and “First” were the most mentioned words when talking about the campaign. GIFs were even adopted by other markets such as the UK. (Source: Talkwalker)
Relevancy
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.First, we selected high traffic locations (malls, subway and train stations, theaters, office buildings). We then built a process that enabled us to anticipate and react to events with tailor-made GIFs and messages. The creative execution was relevant to Netflix because it allows us to convey a variety of messages and emotions through reaction GIFs made from Netflix's best shows. Netflix is one of the very few brands that enables us to resort to so many content to create entertaining ads. There is a Netflix movie or series scene for every situation. Our GIFs took advantage of this. The campaign lasted 3 months through several events where Netflix spoke to consumers (Christmas, Snow, Football games...) and it was even adopted abroad.
Confidential Information
Unfortunately, Netflix provides absolutely no information about its sales performance : that is to say the number of new subscribers for a specific country. It is because it directly impacts their market value. Thus we can't provide more measured results when it comes to the impact on the client's business. Our GIFs were aired for 3 months by over 8000 screens all over France. This campaign has been one of the biggest media investment in Digital Outdoor in France. The brand awareness increased from 25% to 68% (source : Ipsos).
credit
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Other credit:Production assistant: Alice Prudhomme
Strategic Planner: Amélie Delacour
Creative Assistant: Nazgol Atharinejad
Director of Strategy Integration: Alexandra Mimoun
Business Director: Anne-Sophie Carbo
Creative Assistant: Hélène Boudin
WW Advertising Director: Laurent Janneau
Managing Partner: Matthieu Delcoustal
Managing Director: Philip Heimann
Marketing Director: Xavier Albert
awards
Cannes Lions International Festival of Creativity 2015
Bronze Media
Use of Outdoor
Cannes Lions International Festival of Creativity 2015
Shortlist Media
Publications & Media
Cannes Lions International Festival of Creativity 2015
Shortlist Promo & Activation
Publications & Media
Cannes Lions International Festival of Creativity 2015
Shortlist Promo & Activation
Use of Ambient in a Promotional Campaign: Large Scale
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