In 2019, as a newcomer to the South African market, Netflix needed to educate South Africans on how simple the sign up to the service was. Many people believed it was a complicated process, much like satellite TV. We motivated a locally relevant video-led PR campaign to engage South Africans in a fun, relatable way. A mockumentary video was created featuring local comedian, Jason Goliath, as a ‘Man in a Van’. We followed him as he visited local influencers and ‘installed’ Netflix for them. But because Netflix is so easy to install, he had to make it seem a lot harder than necessary – with hilarious outcomes.
Using a local comedian gave the campaign a uniquely South African flavour, which counter-acted the perception that Netflix is a foreign corporate that doesn’t understand our local market and consumers.
The mockumentary and all supporting assets (press releases, instaframes, cut-downs etc) spoke to the key features of Netflix, ease of installation, while taking a subtle dig at the traditional competitor. Involving influencers in our shoot, and sharing the resulting video with media and digital editors alike created widespread talkability.