Our strategy was designed to create brand love and proximity with the French while positioning Netflix as a leader in innovation. To do so, we promoted Netflix and its content through reaction GIFs that were part of their lives. The showcased contents were carefully selected: they were from both the French favorite shows and queries and Netflix’s originals. The campaign was 100% contextual: the GIFs changed in real-time depending on the news, weather, time of the day and the location. Netflix not only created a really entertaining campaign, it transformed a pop culture trend into an innovative media idea.

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)

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 and train 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 context. For example, if the weather forecast announced rain, we aired rain-specific GIFs at the right time and place.

Other relevant events were opportunities for our GIFs and the brand to truly speak to the French.

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. The media planning was key to relevantly reach the right targets. The movies and series used were carefully selected and split into the different media placements. Thus a wide range of consumers was successfully reached: for example, some GIFs were tailored for commuters’ evening, others spoke to kids and families in malls. Finally, the digital screens were the perfect format to showcase content through our GIFs.