Netflix has launched its first custom creative campaign for its ad-supported tier in partnership with Geico.
The partnership couple the insurance firm’s gecko mascot with Leo the lizard, the protagonist of the new animated film ‘Leo’ starring Adam Sandler.
The reptilian duo appear together in a 30-second spot that shows the Geico Gecko passing out out on-set.
Creative includes TV and online video ads, out-of-home placements and social media elements.
The campaign shows Netflix adapting a co-branded marketing strategy to growing advertising for future growth.
Netflix is experimenting with co-branded partnerships that could attract marketers trying to strengthen the relationship between their products and the streamer’s original programming.
The ‘Leo’ campaign shows Netflix tapping into a playbook that previously helped drive engagement but with the addition of more traditional commercials.
Past co-branded Netflix marketing initiatives include Domino’s work with ‘Stranger Things’ and Old Spice’s collaborations with ‘The Witcher.”
Geico’s tie-in with ‘Leo’ is different because the ads actually run on Netflix, giving the insurance firm a more direct line to viewers.
Magno Herran, Netflix vice president of marketing partnerships, said: “Bringing the iconic Geico Gecko together with the new reptile on the block Leo, is a great example of delivering more entertaining ad experiences for members and more contextually relevant messages for advertisers. While this is the first, we look forward to building more of these opportunities for our brand partners and members.”
The new ads, which were developed with creative studio Framestore and animation experts Animal Logic, shows the Geico Gecko as an on-set consultant giving Leo tips, including vocal warmup routines and finding the right lighting for a shot.
‘Leo’ stands as the biggest debut for an animated film on Netflix, attracting 34.6 million views within six days of premiering. The Adam Sandler vehicle landed at the front of the pack for the service’s English-language top 10 list.
