Moving Audiences powers #HallyuBarengNetflix contextual DOOH campaign in Indonesia

Netflix has used contextual DOOH to promote their latest Korean shows themed #HallyuBarengNetflix in Indonesia.

The objective was to build awareness among audiences about the new “K-Drama” titles on Netflix including Forecasting Love & Weather, Love & Leashes, Twenty Five Twenty One, and Thirty-Nine.

Jl. Asia Afrika Jakarta on a Rainy Day

Dynamic triggers were set up for the show ‘Forecasting Love & Weather’, where when it was raining, the creative that appears on the billboard would be ‘rainy’ creatives. Likewise, when it is sunny, ‘sunny’ creatives appeared. The campaign ran for 14 days on iconic digital billboards across the Jakarta Metropolitan.

A QMS neuroscience study (Australia, 2021) highlighted greater impact of DOOH campaigns with changing creatives. The report stated that evolving creatives were shown to deliver a 38% higher impact than that of static creatives by day 5.

The campaign included DOOH placements as well as static imagery across Gunawarman, SCBD Lot 6, Sudirman ST, LED Plaza Indonesia, Jl Asia Afrika, Grand Indonesia Indoor.

Plaza Indonesia on a Sunny Day

PIaza Indonesia Jakarta When It Was About To Rain

The campaign, executed by Wavemaker, was run through Moving Audiences, an end-to-end Planning, Buying, Activation, and Measurement platform for DOOH media powered by ad-tech player Moving Walls.