Urban Vision worked for Netflix by installing a long-term marquee in the beautiful Piazza di Trevi in Rome.
A vintage marquee with the Netflix logo, inspired by American movie signs of the 1930s, was created and set up.
Three-dimensional letters were used to communicate thought-provoking and entertaining messages that changed weekly, capitalizing on social trends and the popularity of Netflix content. The advertising campaign actively engaged the audience by placing content on the banners to reach a wider audience and create a viral effect on social media.
Netflix’s marquee was transformed for the occasion into the set of a content shoot featuring Claudia Gerini.
The video made by Netflix for the campaign immediately went viral and in no time recorded 2 million views, more than 100,000 likes, and, nearly 800 comments on Instagram and more than 200,000 likes on Facebook.