| Title | Netquipx |
| Agency | R/GA |
| Campaign | Netquipx |
| Advertiser | Netflix, Inc. |
| Brand | Netflix |
| Date of First Broadcast/Publication | 2016 / 12 |
| Business Sector | Media, Publishing & Production |
| Philosophy | Netflix tagged over 2,000 search queries and generated the same number of personalized quips in real time using 30 base films from six Netflix Original titles and hundreds of responsive copy combinations. Over a six-week campaign period, the quips that were generated covered not just the usual search queries, but responded to key calendar events in the Philippines and Singapore such as Valentine’s Day, Lunar New Year, Sinulog and Super Bowl. The programmatic approach allowed Netflix to deliver personalized stories at scale, generating high entertainment value and local relevance. At campaign end, Netflix achieved 11 million impressions and a 30% lift in brand awareness among the target demographic, emerging as the leader among competitors in the same countries with recall scoring two times more compared to past single-title campaigns. This response is significant in shifting perception of Netflix and expanding its awareness as a provider of original dramatic content that's right for our audience's appetite. |
| Result | NetQuipx ran purely on YouTube, capitalising on YouTube's new real-time ad creation technology, Vogon, to serve up dynamic, rich-media pre-rolls on the fly. A first for SEA. We turned the medium into a powerful programmatic creative solution that has scale and adaptability. This approach allowed us to entertain and inform our audience about Netflix Original titles with thousands of personalised ad creatives that were contextually relevant to what people were searching for on YouTube in real time. |
| Media Type | Digital |
| Length | |
| Director Of Marketing | James Rothwell |
| Apac | James Rothwell |
| Marketing Manager | Sabine Tjia |
| Integrated Producer | Larry Seak |
| Associate Creative Director | Jia Ying Goh |
| Art | Jia Ying Goh |
| Associate Creative Director | Pei Ling Ho |
| Copy | Pei Ling Ho |
| Copywriter | Malvika Menon |
| Copywriter | Jet Aw |
| Creative Director | Christopher Shie |
| Executive Creative Director | Mark Tipper |
| Group Account Director | Joe Poynter |
| Planning Director | Riku Vassinen |
| Producer | Marianne Whitman |
| Producer | Denise De Cruz |
| Content Producer | Alicia Yueh |
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