27 A 29 DE MAIO DE 2019 | GRAND HYATT, RIO DE JANEIRO - RJ
PR / Ouro
Título: Don´t watch Netflix
Categoria: A10. Media / Entertainment
Agência: Mercado McCann
Sinopse: If there’s one thing argentinians love more than football is to not be told what to do. So in the World Cup we, Netflix, told them not to watch us. Spoiler alert: they did. A lot.
Sinopse em inglês: If there’s one thing argentinians love more than football is to not be told what to do. So in the World Cup we, Netflix, told them not to watch us. Spoiler alert: they did. A lot.
A situação: Netflix is one of the country’s most lovable brands, and we got there pretty much without saying anything. But this was the first institutional message from the brand, so it had to be something huge. In order to do that we crafted a campaign that was locally relevant and that pushed on argentine’s buttons. And it worked!
O objetivo: To do a World Cup campaign when you are not a sponsor of the national team it’s unthinkable. To do so being a competition of the event per se, even more so. In Argentina people wait impatiently 4 years to see the iconic World Cup ads, and we had to find a way to be relevant and be with our target, Argentinians, in that very special moment of their lives. We wanted people to talk about us, Netflix, and we weren’t going to accept a place in the substitutes’ bench. We wanted it all.
A estratégia: Our insight is a spoken-out-loud kind of truth: argentines don’t like to follow the rules. So we crafted a message with reverse psychology to rally them to our side (Don’t Watch Netflix!), albeit anonymously. It worked. People blamed the cable companies, even the government!
Anyway. The campaign consisted of scattered teaser messages, with no one to sign them. After that we owned the message with a video on social media, and we replaced our OOH signs, but argentines loved us even more! We suppose they like to recognize the boldness they are so famously known for in others.
Our target audience were argentines, bassically, because the truth is, we had to compete against a world football event, and here in Argentina everyone loves football, no matter the age, religion or political inclinations.
Execução: The teaser stage of the campaign lasted 4 (four) days, and it consisted of anonymous billboards and banners online. The develation stage lasted about a month or so.
We caused great impact in local media, which covered both stages.
The billboards in the teaser stage had an incredible success in Instagram, while Twitter was the perfect place to share theories and memes (they went crazy!). In there we were natural Trending Topic during the first day of the campaign, reaching the 13th position in the local rank.
The develation event, on the other hand, was broadcasted by many newspapers, web sites and radio stations of Argentina.
The teaser stage had 7.5K mentions in social media and the develation one 2.8K mentions. At least 9.3K twitter users talked about the campaign, getting 73M of impressions worldwide.
Resultados documentados: Tier 1:
At least 9.3K twitter users talked about the campaign, getting 73M of impressions worldwide. We caused great impact in local media, which covered both stages of the campaign, reaching newspapers, websites and radio stations all around Argentina. In regards to purchase intent, 45% of consulted audiences said that the campaign made them want to watch more Netflix.
55% of polled people talked about the campaign in their daily lives. We also reached 90% positive sentiment online and we were dubbed #1 campaign in originality, surpassing brands that were themselves actual sponsors of the World Cup.