Netflix: Stranger Broadcast
Insight
In Brazil the vast majority of families still prefer to watch free-to-air television.
So, to attract new members, Netflix brought Stranger Things to the audience.
Idea
Transform Netflix into a free-to-air TV Channel from 1984 – the year Stranger Things Season 2 takes place.
In partnership with one of Brazil’s largest networks, Netflix aired an hour-special that included a full Stranger Things episode on TV for the very first time. Commercials emerged throughout the broadcast showcasing fictional products from the series; infomercials highlighting the streaming platform; and a News Special drawing a comparison between historical Brazilian events and the Stranger Things storyline.
Impact
Stranger Broadcast became a cultural phenomenon and for first time in the world, a streaming platform led the national TV ratings.
On launch day, Netflix-related searches surpassed Stranger Things Season 2 on Google, while trending globally on Twitter, along with a total 741 million social impressions.
By introducing Netflix to millions, Stranger Things become the most watched Netflix series in Brazil and converted new members to the modern way of watching TV.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.
