Why is this work relevant for Media?

When Netflix was set to launch its first-ever Chinese-language Original series, Nowhere Man, in Taiwan, we wanted to push the boundaries of the typical entertainment marketing and seek out a broader audience pool beyond existing Netflix fans with a breakthrough idea. To the Taiwan audience, Netflix is not known for its Asian content, and Nowhere Man is a new IP without an existing fanbase. Partnering with Nuit Blanche Art Festival, we brought Nowhere Man to life through an immersive VR experience and was well loved by the festival attendees, establish Netflix as an important producer in the local content industry.

Background

In launching Nowhere Man, its first ever Chinese language Original, the brand wanted to expand its audience base, and send an important statement signifying Netflix’s investment in the Chinese content space. Nowhere Man is a genre-bending story with complex themes that could be hard to explain. On top of that, it is a brand new IP without an existing fanbase. So how could we help Netflix reach a new audience, drive viewing of the series, bring to life a relatively complex show, and break the existing perception of Netflix being purely a Hollywood player all at the same time? We decided to create an unmissable moment that fans would want to share on their social media, give them a tease of the intriguing universe and unique aesthetics of Nowhere Man, all while not offering any spoilers to the actual plot line itself.

Describe the creative idea / insights (30% of vote)

Our idea was to bring the right target audience straight into the story. A Netflix collaboration with Taiwan multimedia art collective Naxs Corp and Nuit Blanche - A popular, well attended public arts festival hosted by Taipei Cultural Bureau with 400,000 attendees in 2018. Seamlessly embedding a branded experience into the Nuit Blanche environment that we know would speak to the attendees and spark their interests in the show. We decided to recreate the prison, a crucial element from the show, and invited attendees to enter our protagonist Ah Quan’s dream through an immersive VR theater experience that features key moments of the show. The highly social-ble experience also aligns with attendee's social habits, making it talk of the town for the night. Taking key themes and pivotal moments of the show just enough of a taste of Nowhere Man to keep them anticipating the show launch.

Describe the strategy (20% of vote)

Our high value audience is entertainment seekers, 20-49, Interested in fashion trends, tech savvy, and are highly connected via social media. Entertainment is the connective tissue for them and their peers providing both shared and personal experiences. “When you become a part of Nowhere Man, you can’t help but share this experience with others.” Entertainment seekers are the best brand ambassadors for the VR immersive experience of Nowhere Man at Nuit Blanche Art Festival. By combining VR and theatre design, we presented the title in a fresh and artistic way that still entertained the audience. Through the eyes and experience of the main protagonist, the viewer felt every single moment of tension throughout the series, giving enough intrigue to keep them interested until the official launch of Nowhere Man.

Describe the execution (20% of vote)

In cooperation with the emerging multimedia art group, NAXS Corp., together we created a 360 immersive theatre experience with appealing sounds and lighting design at Nuit Blanche Art Festival. We chose 4 pivotal scenes within the show, participants were able to be part of Quan’s vision and discover clues in the show. Recreated the prison setting, completed with multiple designed photo-ops to maximize organic post exposure on social media. Leverage dialogue and music from the show, along with impactful lighting to create a sense of suspense. Knowing that the VR room itself has limitations, it was important to make sure that the spectator's experience was also worth a visit. This became a unique experience not only in virtual reality but in actual reality. There were also multiple photo-ops designed for social sharing. Moreover, thematic installations were designed along the journey to spice up the experience and strengthen the social exposure.

List the results (30% of vote)

For impactful results, Nowhere Man was amongst the top 10 most popular series in Taiwan in 2019. The campaign proved a huge success creating a big hit on the internet, taking over the media exposure and the audience participation. Within 6 hours, the event had hit over 30,000 visitors. Around 300 participants experienced the VR set, with lines waiting up to 2 hours to try. It became the most sought after experience of the night. Over 8,000 photos, videos, and stories were shared online. Connecting with over 20,000 people online in one night. “You feel like you are really in Nowhere Man.” This brings the title promotion onto the next level. It was a moment that connected the audience with the show closer than ever. Most importantly, we broke many boundaries and branched out to a larger audience pool, conveying the message that would clearly connect with a wider audience.