Adtech Creativity

Netflix uses contextual DOOH to promote K-dramas in Indonesia

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By Shawn Lim | Reporter, Asia Pacific

March 23, 2022 | 3 min read

Netflix has tapped on contextual digital out of home in its campaign to promote its newest Korean dramas in Indonesia.

The campaign, called #HallyuBarengNetflix and created by Wavemaker and Moving Walls, wants to promote shows like “Forecasting Love & Weather”, “Love & Leashes”, “Twenty Five Twenty One”, and “Thirty-Nine”.

Netflix

A 2021 neuroscience report showed that evolving creatives were shown to deliver a 38% higher impact

For the show “Forecasting Love & Weather”, dynamic triggers were used for creatives to show rain when it was raining in the Jakarta metropolitan area.

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DOOH placements for these shows, as well as static imagery, were placed across Gunawarman, SCBD Lot 6, Sudirman ST, LED Plaza Indonesia, Jl Asia Afrika, Grand Indonesia Indoor.

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A 2021 neuroscience report showed that evolving creatives were shown to deliver a 38% higher impact than that of static creatives by day five.

"More than just finding new placements, evolving creatives added a dynamic element to our DOOH campaign. We were able to switch content based on real-world conditions and match it to a relevant message from the show being promoted, a capability that exists with DOOH but is not yet used at scale," said Sujaya Jeyakumar, chief representative officer at Moving Walls.

Netflix: #HallyuBarengNetflix

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