A series of TV and Digital Ads for Netflix Asia. Launching an acquisition campaign in a market where your on demand subscription service costs more than twice its nearest competitor — is no easy feat.
Our approach was to appeal to the emotional side of specific moments in the lives of our audience. From having to sit through commercial after commercial when all you really want to do is watch is a show, through to the ‘national headache’ which is the mandatory tax deadline.
By using these cultural insights we hoped to help a premium service better resonate with this new-found target audience.