Objective:

Diginet Media partnered with Netflix to create a captivating outdoor advertising campaign at DLF Mall of India, aiming to enhance brand visibility, engage the audience, and drive subscription growth.

Campaign Overview:

• Location: DLF Mall of India, one of the largest shopping malls in the country, attracting a diverse and sizable audience.
• Duration: A four-week campaign strategically aligned with Netflix’s key releases and promotions.

Creative Elements:

1. Dynamic Digital Displays:

   • Utilized high-resolution LED screens strategically placed in high-traffic areas for maximum visibility.
   • Engaging content showcasing Netflix’s top shows and movies, blending creativity with the brand’s iconic red color scheme.

2. Interactive Touchpoints:

   • Integrated touch-sensitive screens allowing visitors to interact with Netflix content.
   • Users could browse trailers, access exclusive sneak peeks, and even sign up for free trials directly from the display.

3. Real-time Social Media Integration:

   • Curated a live social media feed displaying user-generated content related to Netflix, fostering a sense of community.
   • Encouraged visitors to share their experiences using campaign-specific hashtags, amplifying the reach beyond the physical location.

Engagement and Impact:

1. Foot Traffic Surge:

   • Recorded a significant increase in foot traffic around the digital displays, showcasing the effectiveness of location-based advertising.

2. User Interaction:

   • Over 50,000 interactions with touchpoints, demonstrating the audience’s interest in exploring Netflix content on-site.

3. Social Media Buzz:

   • Generated a social media reach of over 1 million impressions within the campaign period.
   • Trended on Twitter with the campaign-specific hashtag, creating a buzz around Netflix’s presence at DLF Mall of India.

4. Subscription Growth:

   • Monitored a noticeable spike in new Netflix subscriptions during and immediately following the campaign, attributing the success to heightened brand awareness.

Key Takeaways:

• Strategic Timing: Aligning the campaign with Netflix releases and promotions maximized impact.

• Omni-Channel Integration: Real-time social media feeds extended the campaign’s reach beyond the physical location, fostering a sense of community.

• Location Matters: Choosing DLF Mall of India as the venue proved instrumental in reaching a diverse and captive audience.

Conclusion:

Diginet Media’s outdoor advertising campaign at DLF Mall of India not only elevated Netflix’s brand visibility but also created an immersive and interactive experience for the audience. The strategic integration of technology, creativity, and social media resulted in a campaign that went beyond traditional advertising, leaving a lasting impact on both the physical and digital realms. The success of this campaign serves as a testament to the power of innovative outdoor advertising in driving brand engagement and growth.