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网飞 Gif 活动
案例简介：简要解释 这个条目属于促销和激活，因为 GIFs 展示了网飞的各种内容，同时推广了网飞的功能。GIF 活动将互联网和流行文化转变为创新的媒体理念。它求助于反应 gif，每个人每天都用它来以娱乐的方式表达情感和信息。因此，通过只使用网飞的内容，以上下文的方式，我们的工作真正与法国人交谈，并迅速成为病毒。 客户简报或目标 对于网飞在法国的推出，我们的挑战是向对该类别不太了解、对该品牌一无所知的消费者介绍美国 SVOD 品牌。一些法国人也对网飞目录的广度有了新的想法。我们的战略旨在创造对法国观众的品牌热爱和接近，同时将网飞定位为创新领域的领导者。 GIFs 是展示各种网飞内容的解决方案，同时以娱乐的方式推广和解释网飞的功能。GIFs 使该品牌无缝地成为法国人民生活的一部分。 结果 仅在第1 周，而户外活动通常不会在网上结束，该活动产生了超过 3k 的出版物 (90% 是积极的)。关键影响者积极谈论这一点: 在广告和科技行业，在法国商业出版社，甚至在国外。因此，该品牌及其内容达到了不同的目标，他们在日常生活中看到了自己最喜欢的角色，也发现了新的网飞节目可以尝试。“创新” 和 “第一” 是谈论这场运动时最多的词。Gif 甚至被英国等其他市场采用。(来源: Talkwalker) 相关性 创意机构和媒体团队携手合作，以实现创意理念: 在 real-time.First，我们选择了高流量的地点 (商场, 地铁和火车站、剧院、办公楼)。然后，我们构建了一个过程，使我们能够通过定制的 gif 和消息来预测和应对事件。创造性的执行与网飞相关，因为它允许我们通过网飞最佳节目制作的反应 gif 传达各种信息和情感。网飞是少数几个让我们能够利用如此多的内容来制作娱乐广告的品牌之一。每种情况都有网飞电影或系列场景。我们的 gif 利用了这一点。这场运动持续了 3 个月，通过了几次网飞与消费者交谈的活动 (圣诞节、雪、足球比赛.) 它甚至被国外采用。 机密信息 不幸的是，网飞绝对没有提供关于其销售业绩的信息: 也就是说，一个特定国家的新用户数量。这是因为它直接影响他们的市场价值。因此，当涉及到对客户业务的影响时，我们不能提供更可靠的结果。我们的 GIFs 在法国各地的 8000 多个屏幕上播出了 3 个月。这场运动是法国对数字户外的最大媒体投资之一。品牌知名度从 25% 提高到 68% (资料来源: 益普索)。
网飞 Gif 活动
案例简介：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).
Netflix Gif Campaign
案例简介：简要解释 这个条目属于促销和激活，因为 GIFs 展示了网飞的各种内容，同时推广了网飞的功能。GIF 活动将互联网和流行文化转变为创新的媒体理念。它求助于反应 gif，每个人每天都用它来以娱乐的方式表达情感和信息。因此，通过只使用网飞的内容，以上下文的方式，我们的工作真正与法国人交谈，并迅速成为病毒。 客户简报或目标 对于网飞在法国的推出，我们的挑战是向对该类别不太了解、对该品牌一无所知的消费者介绍美国 SVOD 品牌。一些法国人也对网飞目录的广度有了新的想法。我们的战略旨在创造对法国观众的品牌热爱和接近，同时将网飞定位为创新领域的领导者。 GIFs 是展示各种网飞内容的解决方案，同时以娱乐的方式推广和解释网飞的功能。GIFs 使该品牌无缝地成为法国人民生活的一部分。 结果 仅在第1 周，而户外活动通常不会在网上结束，该活动产生了超过 3k 的出版物 (90% 是积极的)。关键影响者积极谈论这一点: 在广告和科技行业，在法国商业出版社，甚至在国外。因此，该品牌及其内容达到了不同的目标，他们在日常生活中看到了自己最喜欢的角色，也发现了新的网飞节目可以尝试。“创新” 和 “第一” 是谈论这场运动时最多的词。Gif 甚至被英国等其他市场采用。(来源: Talkwalker) 相关性 创意机构和媒体团队携手合作，以实现创意理念: 在 real-time.First，我们选择了高流量的地点 (商场, 地铁和火车站、剧院、办公楼)。然后，我们构建了一个过程，使我们能够通过定制的 gif 和消息来预测和应对事件。创造性的执行与网飞相关，因为它允许我们通过网飞最佳节目制作的反应 gif 传达各种信息和情感。网飞是少数几个让我们能够利用如此多的内容来制作娱乐广告的品牌之一。每种情况都有网飞电影或系列场景。我们的 gif 利用了这一点。这场运动持续了 3 个月，通过了几次网飞与消费者交谈的活动 (圣诞节、雪、足球比赛.) 它甚至被国外采用。 机密信息 不幸的是，网飞绝对没有提供关于其销售业绩的信息: 也就是说，一个特定国家的新用户数量。这是因为它直接影响他们的市场价值。因此，当涉及到对客户业务的影响时，我们不能提供更可靠的结果。我们的 GIFs 在法国各地的 8000 多个屏幕上播出了 3 个月。这场运动是法国对数字户外的最大媒体投资之一。品牌知名度从 25% 提高到 68% (资料来源: 益普索)。
Netflix Gif Campaign
案例简介：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).
网飞 Gif 活动
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Netflix Gif Campaign
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