Netflix uses contextual DOOH to promote K-dramas in Indonesia
Netflix has tapped on contextual digital out of home in its campaign to promote its newest Korean dramas in Indonesia.
A 2021 neuroscience report showed that evolving creatives were shown to deliver a 38% higher impact / Netflix
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”.
For the show “Forecasting Love & Weather”, dynamic triggers were used for creatives to show rain when it was raining in the Jakarta metropolitan area.
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.
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.
