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ADfive Presentations
Agenda● Product Recap● Target Market● Positioning● Remember these 3 ● Creative plan overview● Media plan layout● Phase 1● Phase 2● Phase 3● Conclusion
Recap product● Customizable box that is delivered to
you
● Each box will feature items that relate directly to one season of a show
● 5 Items per box
Target marketBinge Watchers
● 61 % of the overall Netflix subscribers
● 18-34 years old
● Male and female
● Exist within all genres
Julia
John
Remember them?
PositioningADfive believes that Netflix is in the business of
indulgence and customization
Three things to keep in mind1. We know our consumers
2. Our box keeps consumers coming back
3. No other streaming service has the same product customization
OVERVIEW OF CREATIVE PLAN
We want to Accomplish…A Better Viewing Experience
Big PictureFeeling like they are inside the show
Tagline: Build the Show Around You
Why? BingeBox focuses on viewer
enhancement the creative mimics that
Media plan layout
PHASE ONE
“Teasers”
PHASE TWO
“Announcement”
PHASE THREE
“HANDS ON”
Phase 1 TeasersAds
Non-show specific Ads
Television
○
GoalsIntroduce product
Build Interest
Encourage viewers to search online
15 Second TV adGoal: Get consumers wondering
Build interest by showing the box, but not telling TOO much
We explain where to get it and we want the consumer to look more into it
Print Ad
Phase 2 Announcement● Show-specific print ads● YouTube channel● Facebook page
Print: Show-Specific ● Made the ads look similar to train the market to recognize ● This is focused on capturing the attention of people that
watch those shows● Goal: catch attention with recognizable logos and photos
from show
Facebook Goals● Increase WOM● Increase user
engagement● Form a community● Build a relationship● Know the consumer
even better
Functions of Facebook● A hook to communicate and integrate all binge-
box activities● Share updates, contests (YouTube)● Consumers can talk, share and participate● Consumers can easily get service ● Monitoring the attitude towards Bingebox● Get wiser on the target audience ● Collect data for product development
YOUTUBE GOALS - Include, engage and inform a huge
audience- Provide audience with more
specific info- Encourage audience to interact- Foster virality
FUNCTIONS ON YOUTUBE - 50 first subscribers get asked to do a
Youtube video- They show what is in the box- Link to videos on Facebook and Netflix - One channel for all boxes (not show
specific)- Expansion into phase three
LAST THING YOU SAY: “WE WILL EXPAND THIS CHANNEL INTO PHASE THREE AS WELL, I WILL EXPLAIN THAT MORE LATER ON”
Phase 3 Hands on ● The first print ad “Empty Box” will be expanded into the third
month○ The ads will feature a QR Code
● Youtube video continuation● Event featuring augmented reality components
QR Code & print ad expansion● Extension of Pop-up ad● Scan QR code● Choose your favorite show● See items from the show
in your box
YOUTUBE EXPANSION: GOALS - Keep people talking, creating and
sharing- Make the binge-watchers feel like
it is their product- Make the box live on its own
through interaction and virality
YOUTUBE EXPANSION: Functions- Get people to tell stories- About how the box is enhancing their viewing
experience- About how it ads value to their life- About everyday situations where the box made a
difference- Divide the channel into separate show-specific
channels- In the future: Wishes for show related items
Event/augmented realityThis event will:
● Drive sign-ups through email newsletter opt-in
● Bring ad campaign full-circle● Feature example boxes consumers
can interact with● Offer $5 off your first purchase● Use viral hashtag #BingeBox
Recap: This campaign will...1. Introduce BingeBox in a way that will build user engagement and
awareness2. Explain that BingeBox enhances your Netflix viewing experience by
bringing the show to life3. Build a relationship between the ads & the consumers through
recognition, leading to physical involvement & sign ups
Thank youWe look forward to getting started
