Posted: April 20th, 2022

Related Disciplines
Advertising
Integrated Campaign
Deadline
22 March 2022, 5pm GMT
Additional Prizes
Mentoring sessions with
Netflix staff, an invitation to a virtual or physical premiere or
experiential activation, Netflix merchanise and more
Page 1 of 2
Non-English
Language
Content:
Great stories are
universal
Brief set by
Netflix
The backstory
Netflix is a global streaming entertainment
service offering ad free, unlimited viewing
focused on movies and TV series. Netflix is
present in 190 countries to over 209 million members. Content is offered in over 30
languages, and the brand continues to explore the next language to launch.
Despite this broad language offering, UK
consumer appetite for non-English language
titles has historically been low. However recently
this has started to change, with Netflix titles
such as Squid Game (Korean), Lupin (French)
and La Casa De Papel (Spanish) becoming huge
hits all around the world, including the UK (see
the brief pack for an example of how Netflix
used the Euros 2021 as a cultural
conversation hook).
Netflix believe that great stories are universal.
The increasing impact of foreign language content on pop culture is undeniable; an Oscar
for Parasite, a sold out Wembley stadium for BTS, searches for currency conversion
calculators for WON are skyrocketing,
and white Vans are this year’s must have
Halloween accessory. Netflix is leading the
way in globalizing the entertainment business,
providing a platform for people from more
than 190 countries to watch stories from all
over the world. They want to show members
around the world that great content can come
from anywhere, and be loved by anyone. They also believe more people should see their lives
reflected on screen – and more voices should have the chance to be heard.
What’s the challenge?
Create excitement for non-English language
content amongst UK audiences, and leverage this
as a conversation driver among fans
of entertainment.
Develop a campaign that gets more UK audiences
to consider, explore, try watching and talk about
non-English language films and series on Netflix.
You can choose to focus on a wide range of
content, or target your response to a specific
show or film. And the mediums you choose are
completely up to you – they could be anything from
a social through to experiential work.
Who are we talking to?
18-34 year old entertainment lovers based all
around the UK. Think about how your response can reach beyond London-centric audiences
and instead speak to everyone, from a rural community through to a metropolitan borough.
They already watch Netflix content, but may
not have considered watching non-English
programmes before. And remember, for many
people in the UK English may not be their first
language. Is there a way you could consider this
in your idea?
Your response should be inclusive, speaking to
everyone, and have broad appeal.
Things to think about
Where to speak to your audience
Consider the media habits, attitudes and behaviours of the target audience – how can
you best reach and engage with them? What social media channels are they using, what
trends are popular, how might that impact
your response to the brief?
Celebrate the benefits
For many people in the UK, watching
non-English language content may not be
something they have considered before, so
how can you encourage them that there’s
more to be gained than just good stories?
For example, it can be a fantastic opportunity to broaden your knowledge of other cultures
and perspectives. But maybe there’s other reasons you could discover that really make
this type of content stand out. Also, consider
exploring recent successes and finding what
you think gave them this tipping point and
how you might be able to incorporate this
into your response.
Make it Netflix
For Netflix, reach and frequency is a
consideration but it’s not the priority – they want you to drive conversation. Talkable
moments, tapping into culture and current affairs, and entertaining people are all
central to how the brand plans their
campaigns, so please be mindful of this in
your response. No format is off limits!
It’s all about timing…
Consider cultural moments and events throughout the year – how might your response piggyback onto an existing moment? Or maybe you could even create
your own.
Challenge the challenges
Some of the barriers that broadcasters,
streamers and film studios might face when
marketing non-English language
content include:
• Subtitles & dubbing – there are some
perceptions that subtitles can be hard
to read and follow, or that mouths not
matching the dialogue can be
off-putting. Netflix doesn’t push people
in a subbed direction or a dubbed
direction – they want to be the home of choice – there’s no right or wrong option, as long as people are watching.
• Perceived relevance – there can be
a certain pretentiousness associated
with subtitled or dubbed content. It can
have strong associations with arthouse
cinema, as opposed to mainstream
entertainment. Equally, some audiences
D&AD
New Blood
Awards
@DandADNewBlood
• New Blood Awards 2022 •
dandad.org/new-blood-awards #NewBloodAwards
Related Disciplines
Advertising
Integrated Campaign Deadline
22 March 2022, 5pm GMT
Additional Prizes
Mentoring sessions with
Netflix staff, an invitation to a
virtual or physical premiere or
experiential activation, Netflix
merchanise and more
Page 2 of 2
Non-English
Language
Content:
Great stories are
universal
Brief set by
Netflix
feel that content with characters and locations from elsewhere in the world
might not be relatable.
• Viewing habits & taste – people’s
tastes are very broad, even in a single
market. How can Netflix celebrate
this diversity?
The important stuff
Develop a campaign that speaks to 18-34 year
olds in the UK that gets them to engage with
non-English titles on Netflix. Your response
should have multiple touchpoints and clearly
explain how it would reach people all across
the UK.
You should include:
• Key insights and how they influenced your
response
• How and where your idea will run
• How you’ll get people talking
• A series of key visuals and mock-ups
across multiple touchpoints.
What and how to submit: Read Preparing
Your Entries before you get started for full
format guidelines.
Main (essential):
Either a presentation video (max. 2 min) OR
JPEG slides (max. 8), showing your solution.
Optional (judges may view this if they wish):
Interactive work (websites, apps, etc); if your
main piece is JPEGs, you can also submit video
(max. 1 min total); if your main piece is video,
you can also submit JPEGs (max. 4).
Further Information
Read more about the Netflix Long Term View
ir.netflix.net/ir-overview/long-term-view
Helpful Links
Looking for consumer insights on what made
certain series become a success? These
articles might help:
Bloomberg – Squid Game proves Netflix’s biggest
advantage is foreign language TV
bloomberg.com/news/newsletters/2021-10-
10/-squid-game-is-netflix-s-first-korean-hit-ajapanese-show-is-next
GQ – White Lines
gq-magazine.co.uk/culture/article/white-linesnetflix
GQ – Best foreign films on Netflix
https://www.gq-magazine.co.uk/gallery/bestforeign-films-netflix-uk
Glamour – Best foreign language films and
shows on Netflix
glamourmagazine.co.uk/gallery/best-foreignlanguage-films-tv-shows-netflix
Pop Sugar – 47 foreign shows on Netflix
popsugar.co.uk/entertainment/best-foreign-tvshows-on-netflix-46851499
Metro 6 of the best foreign language TV shows
on Netflix
metro.co.uk/2019: 2024 – Online Assignment Homework Writing Help Service By Expert Research Writers/05/15/six-best-foreignlanguage-tv-shows-netflix-9512599
Evening Standard – 20 best foreign language
films to watch online
standard.co.uk/culture/film/best-internationalforeign-language-films-a4414876.html
D&AD
New Blood
Awards
@DandADNewBlood
• New Blood Awards 2022 •
dandad.org/new-blood-awards #NewBloodAwards

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