Taylor Carr- Creative Director

Adriana Peraza- Social Media Strategist

Maria BazanFrancesca Margate- Account Executive
Michela Larson- Research

Table of Contents
Executive Summary..............3
Situation Analysis..................4
Brand Extension...................8
Audience.............................13
Creative Campaign.............18
Evaluation...........................32

Executive
Summary
Rex the Netflix Chair was introduced as a means to increase brand
loyalty.
After extensive research we discovered people watch Netflix to relax. We also chose to target hard working men over the age of 35
who enjoy watching Netflix and would pay extra to feel relaxed.
For the execution of the advertising campaign, our goal was to
show how much better Rex is compared to regular chairs. We used
different media to compare Rex with his competitors. We also wanted consumers to know how relaxing their Netflix viewing experience can be while using Rex.
We wanted to prove that being in a relaxed state will lead consumers to watch more Netflix. In most of the advertisements you will
see Rex being the best option for the consumer.

Situation Analysis
4

SITUATION ANALYSIS

Research
THE CONSUMERS
LOVE NETFLIX
The most used streaming
service
42.5 billion streaming
hours

BUT WHY DO THEY

WATCH NETFLIX?

RELAXATION

HOW DO PEOPLE
RELAX WHEN
WATCHING NETFLIX?
LAYING (29%)
VS.
SITTING (71%)

75 million subscribers
(40 million in the US)
Convenience of
on-demand programming

To reach the goal of brand loyalty we need to know more about Netflixs consumers
to find a fit for making a brand extension. We know that Netflix is the most used
streaming service with 75 million subscribers, 40 million of those are within the US.
And most noticeable are the 42.5 billion streaming hours. When looking at these
facts, it can be easily concluded that people dedicate their valuable spare time on
Netflix. Netflix viewers have it play key part into their daily lives since they are allowing one thing to take up so much of their time. But besides from Netflixs conveniency for on-demand streaming services, why do people watch Netflix?

BINGE WATCHING
EVERY WEEK
(42%)

COMPUTER (42%)
VS.
TV (58%)

SITUATION ANALYSIS

Company Analysis
WHAT BUSINESS IS NETFLIX IN?

RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION
RELAXATION

Netflixs online streaming service provides people with a wide range of options.
Not only options of what to watch, but how to watch, where to watch it and how
accessible it is. To discover what business Netflix is in, we did some reseach and
found that:
Both TV and computer are a common way to watch Netflix shows and movies
There is a large tendency to binge watch,which means the consumer spends a
lot of time watching Netflix in one sitting.
The consumer tends to sit more than lay down

relaxation

Therefore, it was concluded that Netflix is in the business of

.
Because so many people spend so much time on this streaming service, they
want to be comfortable and relaxed when watching their favorite shows. Laying
and sitting are two of the most common ways subscribers position themselves
when streaming Netflix. And TV and computer ar the most used devices to stream
the service on, it is much easier to relax and enjoy the programming. Relaxation
allows subscribers to be focused on their shows and movies and ignore the worries they had earlier in the day. It allows those tired and hardworking professionals
to find a comfortable position and get lost in their shows.

SITUATION ANALYSIS

Competitive Analysis
The streaming industry has slowly become a popular service for people of all ages. Some services are similar to that of Netflixs,
therefore, creating a competitive landscape for Netflixs services.

A streaming service offered across multiple platforms

Available on RokuTV and Amazon Fire Stick

Available on RokuTV, Google TV and Apple TV

Both TV series and movies can be viewed

Currently-airing shows are updated

$99/year

A variety of movies are offered

Offers free shipping for purchases made through Amazon, music

downloads and photo storage

Price: $7.99/month
Some content can be seen for free on desktops (no account necessary)

Brand Extension

BRAND EXTENSION

The Product
WE INTRODUCE TO YOU...

After our in depth research, analysis of the company, competitive

market and our consumer we have created a product that will
effectively broaden Netflixs brand and add to its business of
relaxation. We introduce REX The Netflix Chair, the chair that will
maximize its consumers Netflix viewing experience through
relaxation.
One may ask How

does it help me relax? The response to the question is How doesnt it?
REX contains features that every George needs when they
are watching Netflix.

When designing our logo we wanted it to embody the same

feel of the Netflix logo, but at the same time give it its own personality. The reason why we chose to name the chair REX, is
that when finding the name we imagined the chair being a person. After brainstorming what characterics our chair had and the
characteristics of Netflix, we came up with the name REX, as
fitting to those. In addition to those considerations, REX also is
a play on relaxation, which it makes it the perfect name for the
product

BRAND EXTENSION

The Remote

THE ULTIMATE FEATURE OF REX

Genre
Buttons

Menu
Binge

Search

Settings
Arrows and Select
Voice
Command

The REX remote is the primary feature of the product, it directly connects the chair to Netflix.
The buttons that the remote contains were carefully created and added to enhance the Netflix viewing of the consumer. They are:

GENRE Button - Added to make searching through genres ea

sier. Can be customized to specific genres such as Netflix Ori

ginals, Horror, Comedy etc.


BINGE Button - Contains all the shows that an individual is cur

rently binging. Programs itself after 6 episodes of a series or

season is watched. (6 was chosen according to a survey con

ducted by Netflix asking what number id considered binge

watching?


REX Button- A Voice command button that allows the viewer to

verbally tell REX what they want to watch


SEARCH Button - Opens a keyboard that allows the viewer to

easily type in the title of whatever he or she wants to watch.
There are the general buttons that every remote should have: Menu,
Settings, Arrow and Select butttons and Volume buttons that controls
the speakers.
The REX remote is battery operated with a rechargeable battery , and
touch screen. It connects to netflix through a wifi connection and a
device such as Smart TV, Apple TV.

BRAND EXTENSION

The Chair

Available in Red, Grey, Black

SPEAKERS

SNACK & CUP

HOLDER

RECLINING

TRAY

BRAND EXTENSION

Product Details
Pricing
Price of Production: $257
Mark-Up: 75%
Market Price: $449.99

Distribution

Placement
Viewing Rooms

Audience

AUDIENCE

Target Market
MEET GEORGE

Whats
new?

Gadgets

Nerd

Dispsoable
income

TECHY

Hard worker

Financially stable

GEORGE
Tidy and carefull
with his stuff

Man Cave

My chair

Enjoys comfort

Looks forwatd to
coming home

Enjoys
timer after
work

Cares about
where he sits

Movie Buff

Interests
Movies

Binge
watching
Family man

Music

AUDIENCE

Target Market
Our target market consists of a primary audience
and secondary audience.

PRIMARY
GEORGE
35+ years old
Stable income
Hard working
Enjoys new technology
Cares about comfort
Family man

SECONDARY
22-34 years old
Tech Savy
Financially stable

Our primary segment consist of 35+ years old males, who are professionals
and their Netflix viewing habits are something they do not take lightly. Upon
research and evaluation for a product such as this Netflix Chair, it was decided to target those of an older generation and who have not lost touch with
the new technologies and pastimes that are around today. But we also want
to reach and recognize those young tech savvy professionals. That is why
the target market was divided into two segments
The males in this category are similar to one another. They are established
professionals, financially stable, are into the latest technology and watch
Netflix about 8-10 hours PER week. These males have extra money they
are willing to spend in order to treat themselves to anything that can make
their time away from work enjoyable. After their long days of work they wish
to come home and enjoy Netflix as relaxed and comfortable as possible.
These young males are professionals and are either beginning to earn a
steady income after college or have been at their current positions for quite
sometime, leading them to accumulate money for themselves after paying
their bills and extra expenses. This audience is constantly updated with the
latest technology and look for new and improved ways to make their tech
experiences faster, easier and overall better. Like most young professionals,
they watch Netflix. Many binge watch Netflix shows in one sitting or dedicate an entire week to a series. They also watch Netflix anywhere. Because of
the different tech that is available to make Netflix streaming convenient, this
audience is guaranteed to stream Netflix no matter where they are.

AUDIENCE

Primary Research
To understand the target audience for this specific
product we developed a persona that embodies
our target audience for Rex the Netflix Chair. Our
persona, George, is a:
Homebody

Family Man

Hardworker

Movie Buff

Binge Watcher

Tech Savvy

Breadwinner

After a long day from work, George wants to come home and relax and
enjoy the spare time he has for himself and his own hobbies. Netflix is
constantly streaming on his tv and he has found third party applications to
make it easier for him to access Netflix anywhere and anytime as George is
of the financially stable and older generation who use technology to better
connect with their surroundings. He enjoys simplicity, easy navigation and
a comfortable setting to enjoy his Netflix shows.

Financially stable

AUDIENCE

Consumer Analysis
Our consumer, George purchases in a variety of steps. As a professional, George is financially stable
and always looking out for the newest technology. But he does his own research before purchasing to
ensure he gets what he is looking for.
That is why for George to get to his point of purchase George must first be introduced to the product,
exposed to its features, and given opportunities to purchase.
Introduction for George begins:

When he sees an advertisement for the chair through Netflix or another outlet he frequently is

exposed to

Hears about it from others
He is exposed to its features when:

He hears and inquires about special events

Connects online

Reads reviews

Discovers the easy to use features of the chair
He purchases when:

He has been exposed enough time to the product to understand how it works

When he understands how others incorporate it into their lives

He can see the benefits it will give him

Creative Campaign

CREATIVE

Campaign Objectives
The goal of our campaign is: We want consumers to have the ultimate
Netflix viewing experience through the convenient and relaxing features of
Rex.

Our first objective in our

campaign is to create brand
awareness.

Our second objective is to

engage consumers once
they are aware of our product and utilizing it.

We want consumers to
know about our product
because we are introducing
it to the market, therefore
we want people to be aware
that it is available.

We want to get feedback

and insights from consumers using Rex and engage consumers through
promotions and contests
as well.

CREATIVE

Campaign Overview
The

Level

From what weve learned from our research and about our target segment, we have created a campaign that will effectively communicate REXs promise to George.
The REX Level campaign emphasizes REXs ability to maximize your relaxation which will result in an
enhanced Netflix viewing experience. This campaign will highlight how all the features of REX, from the
remote and speakers to the cup holder, will help George and people like him reach the REX level of
Netflix viewing.
The campaign title is also the tagline and its a great one. The REX Level is defined as the most relaxing and enhanced Netflix viewing experience level, free from distractions or stress. A level that can
only be achieved while using REX The Netflix Chair and makes all other chairs inferior.
The REX Level is a great tagline because its simple, and it easily communicates to the audience the
core and simple message, which is that the Netflix experience in REX is like nothing else, unique. The
tagline has flexibility and longevity, because no matter what it will always be the REX level. Future
campaigns can build on it, expand it or keep it exactly the same because it will always be relevant.

CREATIVE
We will communicate our strategy by appealing to our consumers emotions.
Ideally, we will begin our communication plan by tailoring our campaign to the lifestyles of our primary target
market which are middle aged family men who are financially stable but enjoy watching Netflix on their downtime.
Next we will highlight features of the product which appeal to our target market such as the food and drink holders, surround sound speakers, flexible reclining ability, tray, and most importantly our custom Netflix remote.
By highlighting these features we want to initially appeal to consumers emotions because they will allow users
to feel more relaxed and at peace. They will be happier and content, especially when they come home from a
long day of work to a house full of chaos and commotion. Not many family men can come to a relaxing and peaceful home after a long day of work; however, by utilizing Rex our target segment can meet these expectations
and be delighted with their Netflix product.

REX will maximize your Netflix experience

through relaxation

WHAT DO WE WANT TO COMMUNICATE TO GEORGE?

Communication Plan

CREATIVE
Our campaign will be broken up into two distinct phases,
that will run over the course of three months.

PHASE I
During Phase One the campaign will be focused on generating brand awareness, introducing the product to the audience. It will be
communicating the basic proposition/promise
of Rex, which is REX will maximize your
Netflix experience through relaxation. During this phase we will be using a 30 second
television spot and web advertising banner
to introduce Rex, these two first tactics will
begin in the first phase but run for the entirety of the campaign.
Our reason for choosing these mediums is
because our target demographic,
George, primarily uses those mediums; hes
an active TV watcher who has shows that he
specifically makes time for. The web banner
is ideal because he is a technical individual
who likes to learn new things so he actively
seeks out information online.

PHASE II
Phase Two will begin after 45 days. The
focus of phase two will be to provide the target audience with the permission to believe
that REX will fulfill its proposition. We will do
that by focusing more on the features of REX
(remote,speakers, cup holder ect.) and how
they facilitate in the viewing experience.
To demonstrate this we will be using a Magazine ad, 30-sec TV-spot, social media and
social interaction, product placment and guerilla marketing.

TV

BANNER

PRINT

Media Strategy

SoMe

CREATIVE

Creative Strategy
The

REX Le.vel

Level

: (reks.le.vuhl) noun.

1.The most relaxing and enhanced Netflix

viewing experience level, free from
distractions or stress. A level that can ONLY
be achieved while using REX The Netflix Chair
and makes all other chairs inferior.
Overall, our campaign concept was made to appeal to our target market of middle aged family men who are
financially stable and enjoy watching Netflix as a pastime.
Our concept was to communicate that the features of Rex and custom Netflix remote could essentially provide
users with the ultimate Netflix viewing experience. We wanted to make known to consumers that this product will
not only make their Netflix experience more relaxing but better as a whole in general.
The creative will be using a Slice of Life theme throughout the campaign to provide our audience with an
authentic experience while viewing our ads.

CREATIVE

TV-SPOT
To launch our campaign, we have
a 30 sec TV spot that will air in the
evening when George is off of work,
during shows like Modern Family
and Blackish to really get Georges
attention.
There is no dialogue in this commercial because its purpose is to simply
communicate the proposition through an emotional slice of life appeal. The goal of this tv spot is to again
generate awareness of the product.

Frame 1: The commercial will

Frame 2: EXCEPT one has REX
open up and the viewer will see
while the other doesnt, they see
a screen divided with two men on their chair
each side, they pretty much have
the same exact life,the wife kids
dog the stressful job, the whole
thing

Frame 3: Both men plop in the

chair, Ray is already more relaxed as he sits in REX, while Joe is
still has his furrowed brow and is
not as relaxed. Craziness, mayhem with his wife kids is going on
in the background

Frame 4: They are watching Netflix, you can visibly see that Ray
is enjoying his viewing experience more than Joe is.

Frame 6: Frustrated and upset,

Joe gets up and abandons Netflix
due a lack of relaxation.
Then the logo will come on the
screen and the announcer will
say the tagline Untouchable in
the Rex Level

Frame 5: Their dogs have propped up on the side of the chair,

Joes dog knocking over his bowl
of popcorn and Ray was completely unbothered because of
his snack holder and his netflix
viewing is uninterrupted.

CREATIVE

Banner Ad

CREATIVE

Magazine Spread

The

Level

CREATIVE

TV-SPOT
Our second 30 second TV-spot will air
during phase two of the creative campaign.
This commercial will further illustrate
how REX will impact Georges life by
focusing on the features of the chair,
spefically the cup holder snack holder
, remote and the reclining ability.

Frame 1: Man is sitting in his

chair, getting ready to watch
some Netflix.
Dialogue: Humming

Frame 4: enjoying himself. Laughing and almost crying feeling all

the emotions of the show.
Dialogue: Laughter. Tears. Dialouge from the show in the background

Frame 2: You see his snack holder and the cup holder is set and
ready to go.
Dialogue: Humming continues.

Frame 3: He is scrolling through

the options with his rex remote in
the armrest.
Dialogue: Thinking What to
watch, ahh! Got it OITNB
Theme song plays

Frame 5: Suddenly, the final

credits role and he realizes his
show is over

Frame 6: Lost and a bit dazed

from the drama he peaks his
head over REX and says
Dialogue: Honey. What day is
it??

CREATIVE

Facebook
Through Facebook, a Rex Level community can be created through
engaging and creative posts. Posts will include fun and entertaining
tips to help viewers better relax and make their Netflix viewing experience the best it can be. Other posts will include submissions by Rex
Level users about their experiences using Rex. Posts will connect
with outside events where users will be asked to provide their feedback about it through their Facebook pages. These posts will include
an incentive of gift cards to add to their Netflix account.

CREATIVE

Youtube & QR Code

The QR code will appear during the end of one
episode and the 13/14 seconds viewers have
to decide if to watch the next episode. With the
sub headline of Watch Netflix Show on the
Rex Level!, viewers will open the Netflix app on
their mobile device that will then lead them to our
YouTube page.

Our YouTube page will feature videos continuing the

slice of life approach and those explaining the functions of Rexs different features.


Slice of Life videos: will feature a man (of our
target audience) explaining the different ways he
watches Netflix and what are the inconveniences he
encounters when watching his favorite shows. And he
will further explain the different things he wishes he
could have to make the experience as relaxing and
enjoyable as possible. Then rex would be placed in
his home after which he will review and rate his experience after using Rex.


Rex Functions: Videos describing how to use
the different features to your convenience and fun
ways to get the most out of each feature.

CREATIVE

Product Placement
To further our creative strategy of the Slice of Life
theme, we decided to place REX in two different
shows.
Modern Family is the perfect opportunity for REX
because there are four men on the show who fall
into the George demographic. They are hard working men with families and partners, they all deserve the enhanced Netflix viewing experience that
REX will provide them with.
Blackish, another family show, features another
strong male that falls into the George demographic. He is a professional with a wife and four children, he is also the kind of man to spend money on
things that make him happy, which REX will definitely fit in to that catergory.
REXs placement on the shows would be a subplot,
a source of comedy as they discover all the things
REX has to offer them.
REX The Netflix chair is the perfect product to be
placed in these shows and others like it.

CREATIVE

Guerilla Marketing
To follow the theme used on the first TV
ad of comparing a typical chair to Rex,
we decided to place 100 Rex chairs
and 100 regular chairs at places like
Balboa Park in San Diego, CA. A Netflix
original will stream during the event.
By having both chairs available to the
public, people will be able to compare
both products. Those who try out Rex
will enjoy the comfort while watching
Netflix. They will be encouraged to post
a picture of themselves on the chair
and share their experience and post it
on our Facebook page using the hashtag #REXLEVEL. They will be given 3
months of free Netflix for posting the
picture. Future events will also be announced on Facebook. We chose to
hold the event in an outdoor setting
because we wanted to demonstrate the
difference the speakers Rex has can
make on the consumers viewing experience.

Evaluation
To evaluate the success of our product we will begin by doing a number of investigations
to assess the level of appeal the chair has on people in our primary audience and our secondary audience.
The evaluation will include a series of surveys of their Netflix experiences before the use
of the chair and after they have used the chair. The questions will be the same for each
target audience and include an area for suggestions.
From this point forward we can gather data to evaluate the success of our campaign and
product as a whole. Further on, we will conduct studies once every year to be in touch
with our audience and discover their wants and needs when watching Netflix.