Behind Netflix’s offline marketing heist and why the streamer’s big on outdoor

In a bid to popularise its content and get people talking, the American streaming service has been using outdoors and curating a host of offline experiences for the Indian audience through 2021. Ad agency executives share that Netflix India has invested Rs10-15 crore through the year in outdoors and offline experiences.

Just last month, the OTT major put together an out of the box experiential campaign to promote its latest big Hollywood release Red Notice.
Conceptualised by 22feet Tribal Worldwide, the streaming brand invited fans to attempt a heist at the Red Notice Shop that was set up in a 3000 sq. ft. retail space at Phoenix Palladium in Mumbai.

“Outdoors is not meant for reach. For reach there is television. Outdoor is for impact and that is exactly what Netflix is doing with all their campaigns using the medium. The outdoor creatives and offline experiences have been curated in a way that it kicks start a conversation,” says Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide.

Explaining further what Netflix wants out of these campaigns Ghosh says they want to become a part of the culture. “They are very clear about the KPI of any activity they plan and they back it completely,” he says.

“They do not sign up for the tried and tested formula,” Ghosh adds. So, when Netflix briefed the agency about what they wanted to do in the country, Ghosh’s team put together a mixed bag of ideas.

“There were campaigns being pumped through paid social channels that were designed in a way that they boost reach and parallelly we put together these offline experiences that organically made Netflix become part of conversations.”

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