Netfilx’s opening slide to its video on its outdoor advertising initiative reads: ‘When Netflix makes outdoor, it’s entertaining.’ And we have to agree.
For its entry into France, the entertainment giant has partnered with Ogilvy Paris to install a series of GIF digital posters in public places across the country.
Netflix are hoping that the charming GIFs will help them break into France; something they have found previously difficult to do. If we were in France, we’re pretty sure we’d be charmed.
Over 100 digital screens are being used by Netflix to display reactive GIF files that portray iconic scenes from movies and TV shows. But they’re not any old GIFs – they actually react to the environment. Sun shining in France? Then Walter White will don his sunglasses. If it’s raining, King Leonidas from 300 shelters beneath his shield in the rain. Pretty smart.
With Netflix a global phenomenon that made $3.37 billion dollars last year, some might wonder at its need for advertising. But as the examples show, this isn’t any old advertising. This is entertaining, interesting, on point advertising that we think perfectly reflects the brand.
The posters are also being supported with adverts on YouTube and the Netflix website.
Take a look at the video below to see how Netflix explain things. (Keep your eye out for the shopping sale GIF, that’s one of our particular favourites)…