In 2016 Netflix had recently entered the SEA market on the strength of highly successful adult dramas like House of Cards and The Crown. In partnership with leading broadband provider StarHub, Netflix needed to educate consumers on the wide range of family and kids’ content available on the platform.
Netflix needed an experience that could reach out to the heartlands of Singapore with an experience that was relevant to parents and kids from 3 to 11 from a broad spectrum of cultural, ethnic and demographic audiences. Starhub needed to sell subscriptions.
We took a simple approach driven by two key insights.
1. kids connect with characters, not plotlines.
2. Parents want content that encourages their child’s development
So we divided the space into different experiential zones and populated them with Netflix characters and sets that kids could interact with. Activities were linked by themes relevant to children at different stages of development: friendship, adventure and empowerment.
Visitors could play and make friends through music, create relationships with characters through roleplay and feel empowered through guided creation and narrative engagement.
ALIVE designed and produced a 2-week tour visiting heartland malls across Singapore and provided interactive experiences showcasing 3 core titles – Beat Bugs, Trollhunters and Skylanders Academy. Over 25,000 kids made new friends and developed relationships with the Netflix characters which drove significant year-on-year growth for StarHub and brand equity in heartland Singapore for Netflix.