In September 2015 was launched Netflix in France. Since then, the community of the service and of its Originals series have continuously increased. French people are fans of Netflix.. as much as Netflix is fan of them! A relationship that the brand maintains on a daily basis on social media. As an innovative brand, Netflix wanted to keep engaged Netflix Originals series fans in a new way and make them live an unprecedented experience. How?

To promote Netflix original series, we created the "NetflixSwap" the first outdoor campaign using Snapchat and their new "Face Swap" filter, to fulfill your ultimate desire: becoming your favourite character!

Everywhere in France, we installed posters featuring all your beloved Netflix original heroes : Pablo Escobar, Frank Underwood, Kimmy Schmidt… All the posters were designed for an instant faceswap with the originals characters and make you want to share the #NetflixSwap.

The campaign was divided in two steps.

Step 1: targeting the audience

From the April 23th to the May 7th 2016, we displayed the posters all across France: Paris, Lyon, Marseille and Montpellier. The posters were displayed in front of press headquarters, highschools, popular locations, tourist attractions... Each place was chosen to reach the largest audience possible.

Step 2: reaching a larger audience

Once NetflixSwap was launched, it quickly became a hit. The campaign kept going during the biggest Netflix event ever made in Europe for journalists and influencers. We displayed the posters in a re-created Orange is the New Black jail kitchen where guests had lunch: the perfect place and moment to relax and take pictures. Thank to their communities, the NetflixSwap kept spreading.