Ogilvy & Mather Paris recently created a responsive preroll campaign promoting Friends for Netflix in France.
The preroll ads in the campaign were displayed based on what users searched for, with search terms tagged to certain preroll clips from the show. As the case study above shows this means that YouTube vistiors that searched for videos of cute cats, for example, would see a preroll ad featuring Rachel’s hairless cats. Those who searched for make up tutorials, meanwhile, got a clip of Joey advertising lipstick in Japan. The campaign also included daily preroll ads related to trending topics, like a credits dance scene set to “Hotline Bling.” According to the case study, the approach was a success, leading to Friends becoming “the it show” in France twelve years after it went off the air. Something tells us we’ll see more of this kind of approach to preroll in the future.
Credits:
Client: Netflix
Project: The Friendly Preroll Campaign
Agency: Ogilvy Paris
Directeur Général: Philip Heimann
Executive Creative Director: Baptiste Clinet
Creative Director: Nicolas Lautier
Creative Team: David Martinangelus (ACD), Erika Reyes & Mateo Fernandez (AD)
Business Director: Anne-Sophie Carbo
Account Supervisor: Nadia Lasfar
Head of Strategic Planning: Alexandra Mimoun
Strategic Planner: Amélie Delacour
Head of Integrated Production: Antoine Bagot
Production Company: Fighting Fish
Media agency: Google