Netflix Explorers
Challenge:
Develop a campaign that gets more UK audiences to consider, explore, try watching, and talk about non-English language films and series on Netflix.
Insight:
Non-English Language content acts like a travel portal
Case Study:
Netflix Explorers - Written Summary
Young adults (18–34) love to travel, constantly dreaming, planning, and sharing their global adventures. According to the United Nations, 20% of all international tourists are between 18–24.
But between trips, their curiosity about the world often fades - especially since interest in non-English films has traditionally been low.
Non-English content offers a window into distant places and diverse cultures, giving viewers a chance to explore the world without leaving home.
So how do we inspire young travelers to dive into global stories?
Netflix will bring this virtual cratch map of the world onto their homepage, helping to visualise locations and showing there else there is to cover.. By hovering over countries users can see titles based in the country they are looking at, a fun fact, it’s flag and capital. Netflix will provide suggestions that show opposite perspectives related to the country.
Once the film has been watched the areas explored will turn red like a scratch map to show that area being completed. This feature will motivate watchers to watch content in other regions to complete their map.
Netflix users can create themselves as Netflix Explorers, with their outfits changing to match costumes from film titles they watched, making their experience more personal. They can also connect with friends to see what they have been watching and where they have been “travelling”, with the ability to watch in sync through Netflix Party.
With many people choosing films based on friends’ and family's recommendations, Netflix will create virtual postcards that can be sent through the app or shared on social media.
When receiving a post card, there will be an option to add the recommended film or series to a Netflix watch list. Once it has been watched, it will get ticked off the list...
After watching the recommended non-English films and TV shows from the post cards, friends can tag and interact with funny memes related to what they have watched, which Netflix will share.
Netflix will “bring the world” into the UK by creating digital billboards that allow the public to virtually step into another country and cultures by bringing them into non-English Netflix content scenes, just by walking down the street.
To bring the virtual Netflix maps to life, we will place censored floor maps connected to interactive screens in indoor public spaces, such as airports, shopping centres and cinemas. When a country is stepped on, footage from a Netflix non-English film/show based in that country will appear on the screen, highlighting how Netflix can "bring the world to you".
