NETFLIX MAN IN A VAN

THE OBJECTIVE

As a newcomer to the South African market, Netflix needed to educate South Africans on how simple it is to sign up to the service. Many people believed it was a complicated and arduous process, much like satellite TV. We needed to show how simple it actually is.

THE STRATEGY

We motivated a locally relevant video-led PR campaign to engage South Africans in a fun, relatable way. We created a mockumentary video featuring local comedian, Jason Goliath, as a ‘Man in a Van’. We followed him as he visited local influencers and ‘installed’ Netflix for them, much like a satellite installer would do. But because Netflix is so easy to install, he had to make it seem a lot harder than necessary – with hilarious outcomes. Using a local comedian gave the campaign a uniquely South African flavour, which counter-acted the perception that Netflix is a foreign corporate that doesn’t understand our market and consumers.

THE PR CAMPAIGN & RESULTS

The mockumentary and all supporting assets (press releases, instaframes, cut-downs etc) spoke to the key features of Netflix, how easy it is to install, while taking a subtle dig at the traditional competition. Involving influencers in our shoot, and sharing the resulting video with media and digital editors alike created widespread talkability about the brand.

230k views (Organic)
Total AVE: R 20,9m
Total Reach: 94m
66% increase on Twitter