Why is this work relevant for Brand Experience & Activation?

Nowhere Man is Netflix's first Chinese-language original from Taiwan - it is a deeply Taiwanese story told by local creators, filmed & produced locally. The agency worked closely with the Netflix APAC team to outline a 360 campaign spanning across Digital, Out of Home and Social touchpoints. The highlight of the campaign is a bespoke interactive Prison Visitation creative. Inspired by key scenes in the series, passers-by are invited to pick up a phone in order to talk to the imprisoned characters in the show in order to learn more about their back stories.

Background

Netflix's strategy is to make the launch of Nowhere Man into a national moment for Taiwan since there is a growing appetite for Asian content in the APAC market. By focusing on the all-new homegrown title, Netflix aims to change consumer perceptions that they are not just limited by airing international originals, but hyper-local content as well. The creative ask for the agency was to create awareness, drive excitement and engage the audience for launch of Nowhere Man.

Describe the creative idea (20% of vote)

We aimed to build the desire to watch by reeling the audience in with a deeper understanding of the storyline and introducing key characters of the show. Our creative approach was then to focus on diving into the intricate dynamics between the key characters through delivering campaign's single-minded proposition – Fate is one choice away. We introduced an interactive toolkit based around the prison visitation scenes in the series for both OOH and Digital placements, tapping on the interactive element of choice to the viewer while also exploring key character relationships through custom scripts, to the passers-by. The placements were purposefully chosen with telephone booths because of the commitment to emulating a real-life visitation experience with prisoners to ensure that the audience's attention is captured.

Describe the strategy (20% of vote)

Our target audience is Taiwanese Millennials, who are entertainment seekers and view cultivating a sense of belonging to a tribe with importance. Hence, they tend to gravitate towards content that gives them social currency (something that is shareable within their community). There is a general preference for cerebral content, usually with a darker tone. The modern Taiwanese Millennial consumer is looking to be part of the conversation with brands in a light-hearted fashion, with a deep need to belong to a community. Attending to our target audience's limited attention span, we needed to come up with a creative idea which had the potential for conversion into the coveted social currency - by displaying a new-age and one-of-a-kind interactive experience for them.

Describe the execution (30% of vote)

The entire Nowhere Man campaign lasted for 2 months. Specific to the prison visitation installation, it was up from 10 - 31 Oct 2019. Execution The Call-To-Action video is first played on a loop in the DOOH placement, prompting passers-by to interact. Upon picking up the phone, passers-by are then prompted to choose a key character they would like to interact with. Visitation Video The main visitation video asset then begins with a sequence of the selected characters interacting in the visitation room. After capturing the participants' attention, we wanted to achieve greater resonance to the show - achieved through transitioning into a montage of the characters interacting in the show. The experience ends with the key visual, presenting social currency by way of a highly shareable photo opportunity for users to share on their social handles.

List the results (30% of vote)

The buzz generated from our pop-up installation and OOH placements led to over 600 fans attending Nowhere Man's red carpet premiere on a weeknight, and contributed to 43.3 million impressions and a +5,289 growth in following on @NetflixTW's social channels during the premiere coverage live screening.