Netflix – “Rise of Series” Campaign at Incheon Airport (Seoul)

Global streaming leader Netflix once again pushed creative boundaries with its “Rise of Series” campaign at Incheon International Airport (ICN) in Seoul. The campaign combined entertainment and innovation, using the airport’s extensive digital signage network to captivate millions of international travelers.

By displaying engaging visuals and episodic previews of new and trending shows, Netflix turned high-traffic airport zones into living, breathing extensions of its streaming platform — perfectly timed with peak passenger movement hours.

The Concept

The idea behind the Netflix “Rise of Series” DOOH campaign was to celebrate the global appeal of storytelling through visual immersion. Instead of static posters or trailers, Netflix deployed high-impact digital sequences that transitioned between key moments from multiple new releases.

Each visual showcased dramatic character arcs, cinematic stills, and teaser scenes that encouraged viewers to discover the series on the platform. The campaign adapted dynamically to passenger flow, ensuring that content rotation matched the rhythm of airport traffic.

Moreover, Netflix localized select visuals to appeal to Korean and international audiences, blending global entertainment with local cultural appeal.

Execution Highlights

Netflix’s execution at Incheon Airport was a blend of precision, creativity, and timing — ensuring maximum engagement throughout the day.

Key elements included:

• Arrival and Departure DOOH Screens: High-resolution screens in terminal halls and boarding areas displayed teaser sequences from Netflix Originals.

• Hallway LED Signage: Long corridor LED panels created a cinematic experience for walking passengers.

• Time-Based Scheduling: Previews changed automatically during peak hours for maximum visibility.

• Localized Storytelling: Content featured both global hits and Korean Originals, including exclusive first looks.

The campaign transformed airport corridors into immersive entertainment zones, bridging travel moments with the excitement of new streaming content.

Why It’s Notable

The Netflix “Rise of Series” campaign at Incheon Airport is notable for its fusion of entertainment and contextual media intelligence. By leveraging real-time passenger data and DOOH flexibility, Netflix aligned its storytelling with human movement patterns — a perfect synergy of media and technology.

This campaign also reinforced Netflix’s position as a global cultural curator, using airport spaces to unite travelers through shared narratives. The visual consistency, soundless storytelling, and emotionally charged scenes demonstrated how DOOH can deliver cinematic impact without audio.

Moreover, the campaign emphasized that airports — with their captive, high-value audiences — are now premium storytelling venues for streaming and entertainment brands.

Key Takeaways

• Dynamic DOOH builds anticipation: Rotating episodic previews create excitement and drive platform visits.

• Airports are perfect for entertainment storytelling: Long dwell times allow deeper brand engagement.

• Localization enhances relevance: Regional content increases resonance with diverse travelers.

• Data-driven scheduling boosts visibility: Matching content rotation with foot traffic maximizes impact.

Conclusion

The Netflix “Rise of Series” DOOH campaign at Incheon International Airport brilliantly demonstrated how data, creativity, and technology can come together to deliver powerful storytelling in transit spaces.

By merging entertainment with mobility, Netflix transformed airport advertising into a global stage for its growing library of series — engaging travelers, sparking curiosity, and reinforcing its leadership in the streaming world.

In short, the campaign proved that great stories can rise anywhere — even 30,000 feet above the ground.