Netflix France's campaign for season four of the hit British series Sex Education has been announced as winner of Series Mania's Best Marketing Initiative award. Launched last year, the award recognizes companies' promotional efforts to consumers (BTC) and efforts by producers and distributors to increase show visibility among commissioners and buyers (BTB).
The jury included executives from BBC Creative Studios, Inédite Agency and Make It Happen Studios, as well as the Series Mania team. Marketing Manager Sarah Izvornicki accepted the award on behalf of Netflix France.
Sex Education is a British teen comedy-drama series on Netflix created by Laurie Nunn and starring Asa Butterfield as the main character Otis. Set in the fictional town of Moordale, it delves into the lives of teens and adults who navigate a myriad of personal challenges that revolve around sexual intimacy.
As part of its tailored marketing efforts, Netflix France collaborated with Planning Familial to strengthen its sex education hotline in France. This toll-free service allowed viewers to seek guidance on sex education from top experts. The campaign garnered him over 100 million views organically through paid promotions across various social media platforms and influencer accounts.
“Dark Hearts” Season 2 won the Special Jury Award from France's Newen Connect, which went to marketing manager Vincent Riva.
Dark Hearts is a tense six-part French series that combines action, drama, and espionage. The story is set in Iraq in October 2016, just before the crucial battle for Mosul. To promote Season 2, Newen Connect created an immersive pitch deck that blends Season 1 visuals with cutting-edge AI imagery for the upcoming season. This custom-built deck guides users through the Season 2 setting, introduces new characters, and reveals a fascinating story.
“Last year the awards focused on BTC creative campaigns, but this year we decided to widen the scope to include BTB campaigns as well, as the series covers all aspects of the creative journey, from idea to screen. Because you need to be noticed on stage,” Lawrence said. Mr. Herszberg, Founder and General Director of Series Mania.
“You can have the best series, but if no one hears it, it means nothing. That’s why marketers and communicators should be seen as part of the series ecosystem, along with producers, writers, and investors.” “Congratulations to Netflix and Newen Connect on their great work,” she added.
The award was presented at the Series Mania Forum held in Lille, France from March 19th to 21st.
