Marco de Comunicación - Consumer Services Campaign
Company: Marco de Comunicación, Barcelona, Spain
Company Description: MdC is one of the largest independent PR agencies in Spain, with offices in Madrid, Barcelona, Lisbon, Girona, Miami, Casablanca and Paris. Our global reach is also based on our network of affiliated offices in more than 40 cities around the world.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Services
Nomination Title: Netflix “The New Way to Watch TV”
Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Netflix was up for a challenge. In Spain and Portugal just 10% of Internet users knew the streaming service. Traditional TV dominated the market while illegal downloads were for the most popular option for digital content.
Netflix gave Marco de Comunicación (MdC) the hefty task of revolutionizing the TV market and making Netflix THE way to consume TV and cinema.
In order to achieve such a feat, MdC planned the Netflix launch in three stages: generating expectations with influencers; unveiling Netflix’s arrival five months ahead with selective features in major news outlets, and then culminating in a never ending wave of coverage with the industry party of the year. Simultaneously, MdC designed a strategy which focused on keeping the media’s spotlight fixated on Netflix after the release, positioning the company as a powerhouse of innovative technology and the creators of original content, as well as transforming the way we watch television.
Iberia’s top 2 media outlets, El Mundo and Espresso, were given the scoop on Netflix’s arrival on the peninsula. Online stories were embargoed until midnight on the 4th June 2016 with all media on red alert for the announcement. At midnight Netflix instantly became an internet sensation generating hundreds of stories, and the media buzz hasn’t stopped since. From then until the actual launch on 20th October 2016, MdC set up 200 interviews and four press trips to Netflix HQ and Originals productions. The actual launch kicked off with massive press conferences attended by over 150 media in Madrid and Lisbon. This was followed by 107 non-stop one to one interviews with Hastings, Sarandos and Netflix talent. All suites on the 3 top floors of the exclusive Villamagna Hotel in Madrid were turned into TV and radio studios for live coverage, with a similar set-up in Lisbon. The culmination, the sought-after industry party, was held in Madrid at the Matadero and at the Pátio da Galé in Lisbon. More than 1,000 guests discovered Netflix’s universe in venues created into sets from Originals like Orange is the New Black and House of Cards. Over 80 celebrities walked the red carpet in front of 60 cameras, in the process becoming Iberia’s top trending topic.
After the release, MdC initiated a long term communications plan with the objective of sustaining the media’s insatiable appetite for all things Netflix. In the following months, MdC generated more than 80 interviews with Iberia’s leading general, economic and technological media outlets such as Expansión, El País, El Mundo and Espresso. Furthermore, it positioned Netflix as one of the protagonists of the Mobile World Congress through more than 60 meetings with journalists from 20 countries. At the same time, MdC designed 16 events for more than 800 Iberian influencers and media, with the objective of educating and broadcasting Netflix’s position as a brand at the forefront of a revolutionary new way to watch TV. Additionally, with the aim of positioning Netflix as the leaders of original content production, the agency organized 60 press trips to the sets of Netflix shows, thus generating more than 250 interviews in Spain and Portugal to increase awareness of its original productions.
MdC surpassed all expectations, achieving an unprecedented level of exposure in Spanish and Portuguese media. Netflix was the protagonist of almost 100,000 feature stories including 25 front pages, 66 press trips, 320 radio spots and 215 spots on prime pieces on TV. The launch campaign created real hype, 100% brand awareness and crushed sales targets.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
-Iberia’s top two media outlets, El Mundo and Espresso, were given exclusives on Netflix’s arrival in Iberia.
-From the announcement until the actual launch on 20th October 2016, MdC set up 200 interviews and four press trips to Netflix HQ and Originals productions.
-The actual launch began with press conferences attended by over 150 media in Madrid and Lisbon.
-107 non-stop one to one interviews were carried out with Netflix talent.
-More than 1,000 guests attended the launch, with over 80 celebrities walking the red carpet in front of 60 cameras.
-Netflix was the protagonist of almost 100,000 feature stories including 25 front pages.
-66 press trips, 320 radio spots and 215 spots on prime pieces on TV.
-The launch campaign created real hype, 100% brand awareness and crushed sales targets