Promoting a pocket size version of Netflix in Africa.

The majority of people in Africa don’t own a (smart) TV, but do have a mobile phone. With this in mind we tried to tap into those potential new viewers and make Netflix more accessible through providing an affordable mobile phone plan in Africa.

Together with local vendors and partnering agencies we set-up an integrated marketing campaign, tapping into 500+ million mobile phone users.

We build this campaign around 7 top performing shows that have a high view rate in Africa. We aimed to create an integrated marketing campaign that would be received well throughout the entirety of Africa, causing no conflict within different cultures. Therefor we sticked using relative safe art, copy and colors.

Strategic wise we focused on OOH advertising and, when possible, in combination with the digital (motion) space for selected cities:

OOH (Based of 7 CMYK master files):
Billboards
Magazines
Newspapers
indoor & outdoor signs
public transport ads
transit areas at airports and bus stations
place-based ad media.

Digital (CMYK master files converted into RGB adaptations)
DOOH
Emails
Affiliate Banners
On-screen ads
Commercials
Micro-sites