Posted: April 20th, 2022

Associated Disciplines
Promoting
Built-in Marketing campaign
Deadline
22 March 2022, 5pm GMT
Extra Prizes
Mentoring classes with
Netflix employees, an invite to a digital or bodily premiere or
experiential activation, Netflix merchanise and extra
Web page 1 of two
Non-English
Language
Content material:
Nice tales are
common
Transient set by
Netflix
The backstory
Netflix is a worldwide streaming leisure
service providing advert free, limitless viewing
centered on films and TV sequence. Netflix is
current in 190 nations to over 209 million members. Content material is obtainable in over 30
languages, and the model continues to discover the following language to launch.
Regardless of this broad language providing, UK
client urge for food for non-English language
titles has traditionally been low. Nevertheless just lately
this has began to vary, with Netflix titles
similar to Squid Sport (Korean), Lupin (French)
and La Casa De Papel (Spanish) changing into big
hits all world wide, together with the UK (see
the temporary pack for an instance of how Netflix
used the Euros 2021 as a cultural
dialog hook).
Netflix imagine that nice tales are common.
The growing impression of overseas language content material on popular culture is simple; an Oscar
for Parasite, a bought out Wembley stadium for BTS, searches for forex conversion
calculators for WON are skyrocketing,
and white Vans are this yr’s should have
Halloween accent. Netflix is main the
means in globalizing the leisure enterprise,
offering a platform for folks from extra
than 190 nations to look at tales from all
over the world. They need to present members
world wide that nice content material can come
from wherever, and be liked by anybody. Additionally they imagine extra folks ought to see their lives
mirrored on display – and extra voices ought to have the possibility to be heard.
What’s the problem?
Create pleasure for non-English language
content material amongst UK audiences, and leverage this
as a dialog driver amongst followers
of leisure.
Develop a marketing campaign that will get extra UK audiences
to think about, discover, attempt watching and discuss
non-English language movies and sequence on Netflix.
You possibly can select to give attention to a variety of
content material, or goal your response to a selected
present or movie. And the mediums you select are
utterly as much as you – they may very well be something from
a social by to experiential work.
Who’re we speaking to?
18-34 yr previous leisure lovers primarily based all
across the UK. Take into consideration how your response can attain past London-centric audiences
and as an alternative communicate to everybody, from a rural group by to a metropolitan borough.
They already watch Netflix content material, however could
not have thought-about watching non-English
programmes earlier than. And keep in mind, for a lot of
folks within the UK English will not be their first
language. Is there a means you can think about this
in your thought?
Your response ought to be inclusive, chatting with
everybody, and have broad attraction.
Issues to consider
The place to talk to your viewers
Take into account the media habits, attitudes and behaviours of the audience – how can
you finest attain and have interaction with them? What social media channels are they utilizing, what
traits are widespread, how would possibly that impression
your response to the temporary?
Have fun the advantages
For many individuals within the UK, watching
non-English language content material will not be
one thing they’ve thought-about earlier than, so
how are you going to encourage them that there’s
extra to be gained than simply good tales?
For instance, it may be a implausible alternative to broaden your information of different cultures
and views. However possibly there’s different causes you can uncover that actually make
this kind of content material stand out. Additionally, think about
exploring current successes and discovering what
you assume gave them this tipping level and
the way you would possibly be capable to incorporate this
into your response.
Make it Netflix
For Netflix, attain and frequency is a
consideration nevertheless it’s not the precedence – they need you to drive dialog. Talkable
moments, tapping into tradition and present affairs, and entertaining persons are all
central to how the model plans their
campaigns, so please be conscious of this in
your response. No format is off limits!
It’s all about timing…
Take into account cultural moments and occasions all year long – how would possibly your response piggyback onto an present second? Or possibly you can even create
your personal.
Problem the challenges
A few of the obstacles that broadcasters,
streamers and movie studios would possibly face when
advertising and marketing non-English language
content material embrace:
• Subtitles & dubbing – there are some
perceptions that subtitles might be onerous
to learn and comply with, or that mouths not
matching the dialogue might be
off-putting. Netflix doesn’t push folks
in a subbed course or a dubbed
course – they need to be the house of selection – there’s no proper or flawed choice, so long as persons are watching.
• Perceived relevance – there might be
a sure pretentiousness related
with subtitled or dubbed content material. It could actually
have sturdy associations with arthouse
cinema, versus mainstream
leisure. Equally, some audiences
D&AD
New Blood
Awards
@DandADNewBlood
• New Blood Awards 2022 •
dandad.org/new-blood-awards #NewBloodAwards
Associated Disciplines
Promoting
Built-in Marketing campaign Deadline
22 March 2022, 5pm GMT
Extra Prizes
Mentoring classes with
Netflix employees, an invite to a
digital or bodily premiere or
experiential activation, Netflix
merchanise and extra
Web page 2 of two
Non-English
Language
Content material:
Nice tales are
common
Transient set by
Netflix
really feel that content material with characters and areas from elsewhere on the planet
won’t be relatable.
• Viewing habits & style – folks’s
tastes are very broad, even in a single
market. How can Netflix have a good time
this variety?
The vital stuff
Develop a marketing campaign that speaks to 18-34 yr
olds within the UK that will get them to interact with
non-English titles on Netflix. Your response
ought to have a number of touchpoints and clearly
clarify how it could attain folks all throughout
the UK.
You need to embrace:
• Key insights and the way they influenced your
response
• How and the place your thought will run
• The way you’ll get folks speaking
• A sequence of key visuals and mock-ups
throughout a number of touchpoints.
What and learn how to submit: Learn Getting ready
Your Entries earlier than you get began for full
format tips.
Foremost (important):
Both a presentation video (max. 2 min) OR
JPEG slides (max. eight), exhibiting your resolution.
Optionally available (judges could view this if they need):
Interactive work (web sites, apps, and so forth); in case your
primary piece is JPEGs, you too can submit video
(max. 1 min complete); in case your primary piece is video,
you too can submit JPEGs (max. four).
Additional Info
Learn extra concerning the Netflix Lengthy Time period View
ir.netflix.web/ir-overview/long-term-view
Useful Hyperlinks
Searching for client insights on what made
sure sequence turn out to be a hit? These
articles would possibly Help:
Bloomberg – Squid Sport proves Netflix’s greatest
benefit is overseas language TV
bloomberg.com/information/newsletters/2021-10-
10/-squid-game-is-netflix-s-first-korean-hit-ajapanese-show-is-next
GQ – White Strains
gq-magazine.co.uk/tradition/article/white-linesnetflix
GQ – Greatest overseas movies on Netflix
https://www.gq-magazine.co.uk/gallery/bestforeign-films-netflix-uk
Glamour – Greatest overseas language movies and
exhibits on Netflix
glamourmagazine.co.uk/gallery/best-foreignlanguage-films-tv-shows-netflix
Pop Sugar – 47 overseas exhibits on Netflix
popsugar.co.uk/leisure/best-foreign-tvshows-on-netflix-46851499
Metro 6 of the very best overseas language TV exhibits
on Netflix
metro.co.uk/2019/05/15/six-best-foreignlanguage-tv-shows-netflix-9512599
Night Commonplace – 20 finest overseas language
movies to look at on-line
commonplace.co.uk/tradition/movie/best-internationalforeign-language-films-a4414876.html
D&AD
New Blood
Awards
@DandADNewBlood
• New Blood Awards 2022 •
dandad.org/new-blood-awards #NewBloodAwards

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