Last month, streaming giant NETFLIX launched a world-first digital outdoor campaign in Paris, made entirely of contextual GIFs, to promote various TV series.
In an engaging blend of branded content and technology, the GIFs were update throughout the day across different locations, to reflect the mood, weather and environment of passers-by.
As DigiDay describes: Is it raining cats and dogs while you wait for the bus? If you’re in Paris, the outdoor ad for Netflix right next to you might just show you an image of Gerard Butler from the fantasy war movie “300” as he uses a shield to hide from the rain.
That’s because Netflix’s new outdoor campaign in France consists entirely of movie GIFs, which change depending on context. On Friday night, the out-of-home ad may show the face of an happy actor with the subtitle: “Finally, the weekend. Relax with some Netflix.” If a big sale is underway at a nearby store, an adjacent poster will show hordes of screaming zombies.
“GIFs are part of Internet and pop culture,” said Ogilvy Paris ecd Baptiste Clinet. “We thought that it would be perfect to connect Netflix content to people’s emotions, interests and behaviors in this way and put its message in the consumer’s life.”
With Netflix set to launch in Australia, I searched high and low to find the right GIF to convey public sentiment, not only for the launch, but the idea our daily commute being brought to life by this kind of innovative digitally branded outdoor content.