As a global brand, one of Netflix’s main challenges is keeping fans up to speed of new releases and local pop-culture. The ‘Netflix Marquee’ is their answer to this challenge, with summer 2023/4 seeing it land Down Under for the very first time. The Marquee, which has appeared at LA’s Sunset Strip, Paris, Rome, and Seoul, featured real-time jokes, memes and reactions that reflect what Aussies are watching and talking about each week.
Starting as a typical Out of Home (OOH) advertising brief, Netflix wanted something different, something that couldn’t be achieved with the usual ad space. POLY proposed Taronga Zoo for its breathtaking harbour views, setting the stage for a unique build that became the canvas for an innovative partnership. One that blended entertainment and environmentalism – and redefined what Aussies know of outdoor advertising.
Capitalising on peak summer traffic and cultural moments, the ‘Netflix Marquee’ reached 7.3 million Aussies online and sparked over 81,000 engagements. Seen by over 414,000 visitors to Taronga, the marquee allowed them to refresh the visitor experience, particularly key for returning guests.
“The creative minds from POLY alongside the innovative copy & content creation from Netflix provided Taronga with an opportunity to engage guests in a unique way – all whilst supporting our ongoing work in Koala conservation. The Marquee was a huge hit during our busiest time of the year!”
Leila Davis, Divisional Director, Marketing, Communications and Fundraising, Taronga Conservation Society Australia
The ‘Netflix Marquee’ isn’t your average billboard. It’s a statement, a landmark, and an experience all rolled into one. This project signals a shift in OOH, where clients are seeking unique ‘out of the box’ executions that borrow the principles of OOH whilst becoming more like activations. At the core, The Netflix Marquee is a special build – it’s the ultimate ‘brand fame’ billboard thanks to its landmark positioning, design/craftsmanship, and social media sharing appeal.
From concept to reality, bringing the marquee to life took over ten months of collaboration with five different companies – from the strategy, design, build, installation, and content capture.
Winning the Bronze award for Out of Home at The Drum Awards APAC, this collaboration is more than just branding, it highlights careful planning and execution that led to a truly groundbreaking blend of branding and environmental consciousness.
