During the week of the ENEM (Exame Nacional do Ensino Médio, or the National High School Exam), Netflix Brazil set up a campaign to get students to study.
While binge watching TV and movies often becomes a priority for students around exam time, the results of this exam play a huge part in determining future schooling opportunities for Brazilian students. To emphasize this point, Netflix shared a video featuring a student who is interrupted with on-screen messages like "Shouldn't you be studying?" and "I know you should be studying for the ENEM."
Throughout the simple, humorous campaign, Netflix cleverly reminds students that all of their favorite shows will be available to them after the exam week.
Interrupted Streaming Campaigns
This Netflix Brazil Campaign Attempts to Get Students to Study
Trend Themes
1. Interactive Marketing Campaigns - Opportunity for businesses to create engaging campaigns that capture the attention of students and promote their products or services in an interactive way.
2. Education Technology - Potential for technology-driven educational tools and platforms to enhance studying methods and help students prepare for important exams.
3. Exam-focused Content Consumption - Growing trend of students prioritizing studying over entertainment during crucial exam periods, presenting opportunities for platforms to tailor content and experiences to support educational goals.
Industry Implications
1. Digital Marketing - Opportunities for businesses specializing in digital marketing to develop innovative campaigns that capture the attention of students during exam periods.
2. Edtech - Potential for educational technology companies to create and market tools specifically designed to aid students in preparing for important exams like the ENEM.
3. Streaming Services - Growing market for streaming platforms to cater to the exam-focused content consumption trend by offering curated study playlists, educational shows, and other relevant resources.