Some people might wonder why Netflix even bothers with advertising at all — the entertainment giant made $4.37 billion in 2013 alone and has challenged if not made obsolete the traditional way people watch television. But Netflix disagrees, and has launched a series of outdoor advertisements to the enjoyment of TV and movie lovers everywhere.
For its entry into France, Netflix collaborated with powerhouse publicity agency Ogilvy Paris to install a series of digital posters, frames that display a simple GIF of an iconic scene from a move or television show. Examples include Walter White donning his sunglasses to take on his Heisenberg persona and Watson from Sherlock expressing disbelief.
Taking the concept to another level, the Netflix ads respond to local events — for example showing an exuberant dance scene from Orange is the New Black to announce a French soccer victory, or the scowling police officer from Fargo in the case of a defeat. The GIF posters also respond to weather. Walter White dons his sunglasses in response to bright light, and King Leonidas from 300 shelters beneath his shield in the rain.
Netflix has had a difficult time breaking into France, being stalled by the nation’s proud film and television heritage. It’s their hope that this new campaign will charm enough people to make their launch a success. Netflix has created more than 100 different GIF files, each of which can be played on any of the viewers they’ve positioned in public spaces throughout France. The electronic posters are supported with video ads on YouTube and the Netflix website.
The campaign launched in limited locations this September and is expanding this month. They plan to run it through the end of the year.
For more information: http://www.psfk.com/2014/11/netflix-gif-outdoor-campaign.html
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