Eurobest

NETFLIX, REINVENT YOUR STORIES

MNSTR, Paris / NETFLIX / 2017

Awards:

1 Shortlisted Eurobest
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Overview

Entries

Credits

Overview

Background

Netflix. A challenger brand that reshaped an entire industry almost overnight.

Since its launch in 2014, Netflix is France’s rising star in home entertainment. And it is rising fast: Today, the majority of young people cannot imagine a life without their favourite series. House of Cards, Stranger Things, OITNB & Co. have become a crucial part of youth culture and social conversations.

However Netflix didn’t want to simply be the subject of conversations.

The brand wanted to take part in conversations and add an additional helping of humour and entertainment outside its usual sphere of influence - the “Netflix & Chill” sofa at consumers’ houses…

This is the story of how Netflix delighted millions of young people above and beyond the consumption of their favourite series, using the brand as a platform.

Execution

We put our posters up so they’d cover all touchpoints of public commuting, nationwide.

Millennials in all major cities would take reinvent their snapchat stories with their favourites heroes.

All they had to do was snap their hero’s face, cut it out with the scissor function, and use it in their stories – it was that easy. And since the sticker got automatically saved in their emoji library, Snapchatters were able to use it as often and as long as they wanted.

"Netflix, Reinvent your stories "was designed to entertain and delight our audience when they needed it most, it was easy to understand, and tapped into their natural behaviour. Therefore, we relied on WOM. As well as sending influencers personalised posters to play with prior to launch, we didn’t spend money on any media buying other than OOH.

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