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Netflix - Chilling Adventures of Sabrina

THE BRIEF

With the launch of the new series Chilling Adventures of Sabrina looming on the horizon, we were approached by two separate Netflix region teams of to help hype the series in both the DACH and BENELUX markets. Netflix wanted our help in creating a attention-snatching digital campaign that would capture both Sabrina fans and horror fans alike.

THINKING

Chilling Adventures of Sabrina presented a unique challenge in engaging two very different audience groups: Young Adult target audience, fans of the supernatural and horror, and also those in their upper-twenties and early thirties who grew up with Archie Comics.

Since Phase 1 of the campaign would be launched around Halloween, we decided to capitalize on the growing excitement for the season of spookiness and include common halloween themes alongside the key art.

THE IDEA

We created a series of digital banners, both in the traditional formats (skyscrapers, leaderboards, homepage take-overs, etc.) and new and engaging banner types, such as the Call-in ad (see example above). Since the younger audiences tend to be numb/blind to traditionally-shown advertisements, we determined the best way to break through the noise would be to call them out, literally!

THE RESULT

Our digital campaign helped to kick off the Halloween holiday season and build excitement in both new and long-time Sabrina fans alike.