Netflix has already rolled out video components to its “You Gotta Get It, To Get It” campaign in Canada, trying to lure in new customers by touting its lineup of TV shows and movies so people will see it a must-have service. This week sees an expansion on that campaign with print elements meant to keep people’s attention.
Netflix Canada worked with Vancouver-based agency DDB Canada on the campaign that plans to continue rolling out until the end of the year, and shows a shift in its marketing strategy with new subscribers. Instead of hyping a free first month of service, Netflix Canada wants people to view it as an essential part of their entertainment diets, while using well-known franchises and films to heighten its brand positioning.
The video side of the campaign, which debuted last week, features multiple spots where characters use “that movie on Netflix” to get across what they’re trying to say.
New print elements to the “You Gotta Get It, To Get It” campaign include minimalistic posters that encourage viewers to guess which movie each image is referring to in a trivia-like exercise. In the end, Netflix hopes that potential customers will equate the Netflix brand with the popular films in each poster.
See if you can guess which famous films are being alluded to below:
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Read more at Marketing.
Brief Take: Netflix is shifting strategies with this campaign, telling customers that they are outsiders unless they have Netflix, an essential piece of their overall entertainment intake - not just an extra website friends may occasionally talk about.
[Image courtesy of Netflix]
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