ISSUE 課題
- While brand recognition for Netflix Japan was growing, deeper penetration among the mass audience and stronger cultural presence were still needed.
- Due to the sensitive nature of the show’s theme, exposure through traditional TV and major digital ads was limited, making conventional media planning unfeasible.
- There was a risk that the show’s “provocative” aspects would overshadow its core appeal—the human drama and story of defiance.
- A strategic framework was needed to balance Netflix’s brand of creative freedom with broader social resonance and empathy.
STRATEGY 戦略
A breakthrough brand strategy that balances Netflix’s signature provocation and intelligence
＜Objective＞
Position The Naked Director as a symbol of Netflix’s boldness, diversity, and world-class quality, deepening and expanding the brand image in Japan.
＜Target Audience＞
- Entertainment Explorers—those who seek out fresh, unconventional content—along with adjacent latent audiences and the upper-mass segment.
＜Approach＞
- Reframe the series as a human success story where “breaking norms rewrites the norm.”
- Showcase Netflix Originals’ serious commitment by combining A-list actors with cinematic production quality.
- Turn advertising restrictions into creative opportunities by leveraging a flexible PR strategy centered around “Fake Brands.”
- Deliver intelligent provocation that challenges Japan’s overly well-mannered media landscape, embodying Netflix’s unique identity and fearless stance.
PLANNING 企画
A three-phase integrated campaign that builds momentum from awareness → conversation → cultural obsession
Phase 1｜Building Anticipation
- Late-night TV spots and fake news drops stirred intrigue and curiosity simultaneously
- Iconic visuals blending Showa era aesthetics with modern design served as the gateway into the story world
Phase 2｜Driving Recognition and Empathy
- Bold themes and narrative stakes communicated through high-profile cast appearances, led by Takayuki Yamada
Phase 3｜Fueling Buzz and Resonance
- Multi-layered experiential tactics—Spotify playlists, vending machine samplings, and “reverse pitch” phone lines—sparked share-worthy conversations
- GIF content and KOL engagement encouraged organic social spread and FOMO-driven interest
CREATIVE クリエイティブ
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Video Content: Produced a separate suite of behind-the-scenes content—cast interviews, documentaries, and unreleased stories—to enrich the narrative beyond the main episodes
ROLL 担当領域
- Brand and marketing strategy development advisory
- Promotion campaign planning support
- Production of promotional video content
- Production of TVCF