Netflix Holds #HallyuBarengNetflix Campaign

ukms.or.id – Netflix is currently rolling out its newest campaign with the title #HallyuBarengNetflix. This campaign utilizes Digital Out of Home (DOOH) Advertising to promote Korean dramas currently airing on the Netflix platform.

The main objective of this campaign is to build awareness among the target audience to watch drakor on Netflix, such as “Forecasting Love & Weather” starring Song Kang and Park Min Young, “Love & Leashes” starring SNSD’s Seohyun and U-KISS’ Jun, “ Twenty Five, Twenty One” starring Kim Taeri and Nam Joo Hyuk, to “Thirty-Nine” starring Son Ye Jin CS.

One form of campaign to promote the drama “Forecasting Love & Weather” is the installation of a weather detector, where when it rains, the creatives that appear on billboards will become “rainy” creatives.

Likewise, when the weather is sunny, “sunny” creatives appear. The #HallyuBarengNetflix campaign lasts for 14 days on iconic digital billboards throughout the Jakarta Metropolitan area.

Quoting from the Marketing Interactive page , this campaign includes strategic DOOH placements located at Gunawarman, SCBD Lot 6, Sudirman ST, LED Plaza Indonesia, Jl Asia Afrika, Grand Indonesia Indoor.

This activation is the result of Netflix’s collaboration with Wavemaker Indonesia and Moving Walls. According to a 2021 neuroscience study by Australian digital outdoor media company QMS, evolving creatives were shown to have a 38% higher impact on DOOH campaigns compared to static creatives on day five.

Separately, a study by Clear Channel, JCDecaux UK, and Posterscope titled “The Moments of Truth” revealed that consumers’ brain responses were 18% higher when viewing relevant content in DOOH campaigns. This will lead to a 17% increase in consumer spontaneous ad recall. In the end, the company proved that dynamic DOOH campaigns can deliver a 16% increase in sales.

By displaying unique and relevant content based on time of day, location, weather, or real-time updates, the study found that there was an average +18% increase in brain response.

Meanwhile, there was an average +12% increase in brain response when displaying the brand or product communications at the most relevant moments.