M-Virus
Subscribe & Be Cured
Problem
Problem
14% of Netflix's 139 million users watch using the account and password of someone outside their household. How can we get them to create their own account?
Insight
Netflix password-sharing aka mooching is kind of like the common cold: contagious and annoying for everyone—even the moocher.
IDEA
M-Virus
We turned moochers interactions with Netflix into viral outbreak experience. A Resident evil to highlight how annoying mooching is for them - enough to Subscribe & Be cured of it.
Phase 1—Outbreak
Introduce the biggest crisis in streaming entertainment through newspapers in major cities.
Phase 2—Acceptance
Show how the virus has spread through the countless Netflix Original billboards in cities. The "infected" boards will drive people to Netflix.com to find out what's happening.
03
PROJECT
TITLE
BRANDING
I'm a paragraph. Click here to add your own text and edit me. Let your users get to know you.
CREATIVE
I'm a paragraph. Click here to add your own text and edit me. Let your users get to know you.
02
CONTENT
I'm a paragraph. Click here to add your own text and edit me. Let your users get to know you.
THE TEAM
I'm a paragraph. Click here to add your own text and edit me. Let your users get to know you.
LISA BROWN
Animator
I'm a paragraph. Click here to add your own text and edit me. Let your users get to know you.
JESSICA MARTIN
Creative Strategist
I'm a paragraph. Click here to add your own text and edit me. Let your users get to know you.
ERIK DOWNIE
Branding Expert
Phase 3—Salvation
The moochers will experience symptoms of the virus while watching Netflix. They'll be able to opt in for a cure—a PIN code for a 90-day free trial with a new account.
