Netflix has launched a multimedia advertising campaign in the U.K. and Ireland with the help of MEC Global Solutions. The campaign commenced yesterday following Netflix’s inauguration of its streaming service in the European markets on Monday.
As the media-streaming service’s global agency of record, MEC handled the media planning and buying for the Netflix campaign. The campaign includes TV ads, radio promotion and hefty digital activity. Netflix’s in-house team handled the creative side of the campaign.
In response to Netflix’s entrance into the U.K. and Irish markets, U.K.-based streaming-video rival LoveFilm has lowered its monthly fee to £5 to compete with Netflix’s £5.99 monthly charge to U.K. users. LoveFilm is a subsidiary of Amazon.