Best in Technology 2017

Netflix's campaign results speak for themselves. More than 95% of representative sample media had a positive sentiment with a key message penetration of nearly 100%, and the hashtag reached about 31,500 posts per day during the launch.

Winner

MSLGroup and Netflix
Netflix Everywhere

Remember the dark, but more productive, days before binge-watching? That’s how much of a game-changer Netflix has become. But until 2016, the platform was only a phenomenon in the U.S. and a few other counties.

That changed last year when Netflix undertook the ambitious task of rolling out its service in 130 countries on the same day, and did so with a relatively modest budget.

The same-day global rollout was more complicated than flicking a switch. The company conducted extensive research into cultural attitudes in dozens of countries, exploring issues such as sex and violence, as well as government censorship.

It put teams on the ground in Singapore, Taiwan, Hong Kong, South Korea, Malaysia, the Philippines, India, Poland, Russia, Turkey, and several Middle Eastern countries and got up to speed on such economic conditions as cellphone ownership, broadband penetration, and the availability of payment systems.

But getting up to speed on international markets and cultural sensitivities wasn’t Netflix’s biggest challenge. That was keeping its global launch a secret, all while tapping influencers and journalists around the world so #NetflixEverywhere would have maximum impact, starting with a keynote address by CEO Reed Hastings at the Consumer Electronics Show.

The campaign’s results speak for themselves. More than 95% of representative sample media had a positive sentiment with a key message penetration of nearly 100%, and the hashtag reached about 31,500 posts per day during the launch. Subscription rates were up 21% versus the previous quarter.
"The ambition, scale, and execution of this category made it a standout in any category," said one judge, who noted it was "well designed from beginning to end."

Another called it an "excellent creative idea to make an American brand global," complimenting its "understanding of cultural sensitivities.


Honorable Mention

Ogilvy Public Relations and LG Electronics
LG G5 Low Battery Anxiety Campaign

Ever sneakily "borrow" a coworker’s smartphone charger? Or turn the car around because you left your charger at home? If so, you might be suffering from Low Battery Anxiety, de­fined by LG to promote its G5 smartphone with a removable battery. The company developed a survey that found nine in ten respondents panic when their phone’s battery dips below 20%. The research — and its cure, the LG G5, which allows users to pop in a fresh battery — was pitched to prominent journalists from Cosmopolitan, USA Today, and The Late Late Show with James Corden.

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