Rainy or sunny? Netflix Indonesia turns heads with dynamic DOOH ads

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Netflix's latest campaign #HallyuBarengNetflix is tapping on contextual DOOH to promote the platform's original Korean shows. The campaign's objective was to build awareness among audiences about the new K-drama titles on Netflix, including Forecasting Love & Weather, Love & Leashes, Twenty Five Twenty One, and Thirty-Nine.

Dynamic triggers were set up for the show Forecasting Love & Weather, where when it was raining, the creative that appears on the billboard would be "rainy" creatives. Likewise, when it is sunny, "sunny" creatives appeared. The campaign ran for 14 days on iconic digital billboards across the Jakarta Metropolitan.

image 3.0 gunawarman jakarta on a sunny day image 5.9 image 5.0 scbd lot 6 jakarta on a sunny day

The campaign included DOOH placements as well as static imagery across Gunawarman, SCBD Lot 6, Sudirman ST, LED Plaza Indonesia, Jl Asia Afrika, Grand Indonesia Indoor. This activation was done in collaboration with Wavemaker Indonesia and Moving Walls. According to a 2021 neuroscience study by Australian digital outdoor media company QMS, evolving creatives were shown to deliver a 38% higher impact for DOOH campaigns compared to that of static creatives by the fifth day. MARKETING-INTERACTIVE has reached out to Moving Walls for additional information.

Separately, a study by Clear Channel, JCDecaux UK, and Posterscope titled "The Moments of Truth" revealed that consumer brain response is 18% higher when viewing relevant content in DOOH campaigns. This in turn leads to a 17% increase in consumers' spontaneous advertising recall, and ultimately proving that dynamic DOOH campaigns can deliver a 16% sales uplift.

By displaying unique and relevant content based on either the time, location, weather or a live update in time, the study found that there was an average +18% increase in brain response. Meanwhile, there was an average +12% increase in brain response when displaying a brand or product communication at the most relevant moment.

MARKETING-INTERACTIVE's Content 360 is back for its 10th year! Running from 26 to 27 April 2022, the hybrid conference covers topics including the creator economy, value-based storytelling strategy, consumable content on social, as well as video and community content. Register today to learn, connect and level up with the best content marketers in Asia!

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