Netflix concept campaign

An impossible toy for a viral marketing campaign

As part of Netflix's expansion, they aimed to create a campaign concept for Christmas with key executions to convince users to sign up in the UK.

The campaign aimed to reach individuals born in the 80s and 90s with Netflix's first fictional toy, which tapped into nostalgia with a fun twist. The aim was to create buzz and a potential long-term marketing strategy aligned with Netflix's core benefit of binge-watching series. Three marketing strategies were developed: digital, print, and pop-up events.

The core idea of the campaign was:

Netflix offers a free month of service for new customers, but will you be enjoying it alone? Do you have someone around you who is always ready to binge-watch series at your pace?
Here's the solution: Flixby, Netflix’s first step into the toys market.
Pet him, teach him new words, and enjoy your favourite movies, documentaries and series together. It comes in 4 distinct personalities:
The Commentator – The Hater – The Questioner – The Crier
Because social needs have evolved.
*Toy is not included in your free 1-month subscription plan.

Creative Direction, Graphic Design, Strategy    |    Netflix Concept    |    2018

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