Imaan Raza
The recent emergence of Wordle, a daily word game, has gained rapid popularity globally due to the ability to easily share your results on social media or text message and see how quickly others have guessed the daily word. This sense of belonging and competence are key components are key components in getting people engaged.
Introduction Phase 2Phase 1
The biggest advantage of Emojis is that they are a tool of inclusive communication that cut across geographies and demographics.
ProblemInsightConceptExecution
Great stories are universal and so are visuals as a form of communication. With this in mind, the campaign will focus on the idea that pictures tell the story while incorporating the famous phrase ‘A picture is worth a thousand words‘.
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UK customers appetite for non-English language titles has historically been low. British viewers are resistant to watching foreign content with subtitles and dubbing.
If A Picture is Worth A Thousand Words, Transtations Should Not Be A Barrier - a OOH campaign using Emojis and captivating stills from non-English language content to communicate to 1834 years olds how great stories transcend language because visual are powerful enough to tell a story without the need for spoken or written text to understand what is going on.
Phase 1 is all about establishing the tone of the campaign to the public and creating buzz around thses Emojis.
The convenient placement of these adverts will get people engaged in trying to decipher the Emojis during their commute.
Thismost.includes on the pavement, public transport windows, bus shelters and billboards along motorways and roads.
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Tube window
The campaign will be released across the UK using OOH (out of home) media in areas where commuters will spot it the
The static adverts features the iconic Netflix timeline on a block background with the campaign’s slogan translated into Emojis.
Bus window
Digital billboards displaying a video that through the campaign’s slogan for commuters to spot and try to grab their attention, as they would try to decipher what the Emojis are trying to say.
Phase 2Phase 1
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Introduction
Mock-ups of the possible video displayed on a billboard.
Emojis being so close-knit to our conversations allow the campaign to better connect with the traget audience in a relatable way.
Emoji marketing is one of the most powerful forms of Conversation Media Marketing and at least 5 billion Emojis are used daily on a single messenger platform (statistic by Adweek).
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Urban billboard
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The campaign’s slogan translated in Emojis pasted on pavements using vinyl to capture the attention of passers-by. Poster in urban cities in the UK.
These videos puts focus on how visuals lead the stories by removing English spoken and written dialogues and keeping the original Korean and Hindi audio with pictorial elements as captions.
Stills and mock-up that translates dialogue in a scene from Squid Game and Bulbul into Emojis.
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Introduction Phase 2Phase 1
Poster in tube station
Phase 2 begins to introduc econtent from Netflix’s catalogue using stills from a range of films and series to further showcase the power that visuals carry to be able to tell a story alone.
These images also prove to the UK audience that visuals are a universal language therefore you don’t need to rely on dialogue to understand the story.
These stills are accompanied with Emoji translation of each film or serie titles and call people to guess what each title translate to on Twitter.
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9 Introduction Phase 2Phase 1 1. Scan the QR code. 2. Add your guess to the pre-written tweet. 3. Recieve a reply from Netflix Twitter letting you know if your answer is correct or not. If you guess correctly, you’ll recieve a gif for that film or show and a link. #GreatStoriesAreUniversalNetflix will trend as more people tweet their translations which will drive conversations online. The engagment that will grow from using Emojis will make Netflix become part of user conversations Using an Emoji in a Tweet can increase engagment by 25% compared to tweets without Emojis (study by WordStream). This portion of the campaign is inspires by Wordle results that get shared daily on Twitter by users who play the game.
Posters in bus stands and urban billboards
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Vinyl
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on pavement
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Posters posted on windows of convenient stores around the UK
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13 Background images captured from netflix.com
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Billboard
The campaign will conclude with a series of stills from Netflix’s catalogue of non-English content with the campaign slogan postitoned in the area where captions would typically appear.
If you miss a subtitle and don’t quite understand the spoken dialogue, the picture will tell the story. Through the raising of eyebrow you can get what’s being communicated.
Visuals are so important.
This will prompt British people to reconsider their negative preconception on non-English language content.
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20 Introduction Phase 2Phase 1 Background images captured from netflix.com
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