How do you make a sitcom like Friends, which went off the air 12 years ago—a year before YouTube even existed—seem relevant to YouTube users today?
If you're Netflix, which recently acquired the rights to stream all 10 seasons (that 236 episodes), you launch responsive preroll ads that take a user's search terms and dig up particular scenes from the show that are somehow related.
See how the clever campaign, from Ogilvy Paris, worked in this case-study video:
Ogilvy says it tagged thousands of YouTube's top searched videos in creating the campaign, and claims it's the first of its kind in the category.
Ogilvy Paris has a history of doing novel campaigns for Netflix, including this one from 2014 that brought GIF to out-of-home ads.
CREDITS
Client: Netflix
Project: The Friendly Preroll Campaign
Agency: Ogilvy Paris
Directeur Général: Philip Heimann
Executive Creative Director: Baptiste Clinet
Creative Director: Nicolas Lautier
Creative Team: David Martinangelus (ACD), Erika Reyes & Mateo Fernandez (AD)
Business Director: Anne-Sophie Carbo
Account Supervisor: Nadia Lasfar
Head of Strategic Planning: Alexandra Mimoun
Strategic Planner: Amélie Delacour
Head of Integrated Production: Antoine Bagot
Production Company: Fighting Fish
Media agency: Google