Brand: Netflix
Idea: NEXIT
The problem:
Netflix UK audiences aren’t watching enough foreign content.
The insight:
We want what we can’t have.
Research shows that when audiences know a show is going to leave a streaming service, they actually watch it more.
Nyx Marcom Award - Gold Winner (2022)
Art Director - Dena Alqaisi, Buchun Jiang
Copywriter: Jacques Wortsman
A Taste of Their Own Medicine:
This isn’t the first time England has avoided foreign things.
Remember Brexit?
What if we convinced NetflixUK viewers
that all foreign shows would be removed in a week,
because of a fictional Brexit cultural import law?
2: We put timers on the NetflixUK homepage.
Instead of showing a show premiere, we emphasize
a show’s departure; increasing pressure to watch content immediately.
3: We embrace the
twitter backlash
All publicity is good publicity.
A bit of fan outrage will help bring attention to otherwise overlooked foreign TV shows and films.
4: The Reveal
We disclose the hoax in a playful tweet.
Viewers would never have discovered the foreign gems NetflixUK has to offer were it not for this little white lie.
You’re welcome England.
