1 2
 
 
  • SUB CATEGORY :
    BEST USE OF AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    JONGLUCKDEE, BANGKOK
  • TITLE :
    THE REAL-LIFE TRAILER
  • BRAND :
    NETFLIX'S ORIGINAL SERIES, "THE HAUNTING OF HILL HOUSE"
  • ADVERTISER :
    NETFLIX
  • AGENCY :
    JONGLUCKDEE, BANGKOK
  • CHIEF CREATIVE OFFICER :
    KEATNAPIN SOBHINNON
  • EXECUTIVE CREATIVE DIRECTOR :
    KUKIAT KUSUJARIT/ITTHI PATJANTAKOSIT
  • COPYWRITER :
    ITTHI PATJANTAKOSIT/THANUTCHA YAEMAROON/ADSADAWUT USAHA
  • ART DIRECTOR :
    KUKIAT KUSUJARIT/AREEYA WEERACHOKRIKKRAI/
    KRIT PHONGPATTANAPAISAN
  • ACCOUNT DIRECTOR :
    PATSA ATTANON
  • ACCOUNT EXECUTIVE :
    NAVAPORN IEAMKEAWPRASERT/TUWANON PANUPATTANA
  • STRATEGIC PLANNING DIRECTOR :
    PATSA ATTANON
  • AGENCY PRODUCER :
    CHAYAPA SRINAWAKUL/MATCHIMAE BOONCHUY
  • MEDIA AGENCY :
    LEN OLAN, BANGKOK
  • MEDIA CREDITS OTHER :
    WEBER SHANDWICK THAILAND
  • DIRECTOR :
    KEATNAPIN SOBHINNON/KUKIAT KUSUJARIT/ITTHI PATJANTAKOSIT
  • PRODUCTION DESIGNER :
    RATCHAWUT YAMTIM
  • EDITOR :
    ARTCHVIT VONGVITTAYAMATAKUL
  • OTHER POST-PRODUCTION CREDITS :
    WUTTHINAN THEPANAUL/SIWADON JANSUK/SEKSAK CHANGKAW/
    DENCHAI PATCHARASOPHON/TOSAPON TITDEE
  • ANIMATOR :
    ARTCHVIT VONGVITTAYAMATAKUL
  • OTHER SPECIAL EFFECTS CREDITS :
    PONGSATORN KHUM-OUM/SOMPHOB SUETORSAK/
    JUTAWAT BOONMA/SURAWUT TAMMI/CHAIWAT TRITHIPSAKUL/
    ATTHAPORN ONGSIRIMONGKOL/SAKNARIN THUBJAROEN
  • RETOUCHER :
    KUKIAT KUSUJARIT
  • THE BRIEF :
    TO PROMOTE AN ORIGINAL NETFLIX HORROR SERIES FEATURING THE PARANORMAL EXPERIENCES FROM EVIL SPIRITS THAT CONTINUE TO HAUNT THE CRAIN FAMILY WHO USED TO LIVE IN THIS HOUSE.
  • THE STRATEGY :
    OUR CORE TARGET IS THOSE WHO LIVE IN URBAN AREA, AGED BETWEEN 15-45 YEARS OLD. ALONG THE BTS TRANSPORTATION LINE ARE OUR TARGET GROUP THAT COMMUTES DAILY. THERE ARE ABANDONED BUILDINGS AND HOUSES WITHIN SIGHT FROM THE PLATFORM. WE SAW THE OPPORTUNITY TO CONVERT THESE EMPTY SPACES INTO STAGES FOR THE TRAILER - SO REAL AS IF WE WERE AT THE RINGSIDE. WE STARTED THE CONSUMER JOURNEY BY SETTING UP THE SPACES AND ABANDONED BUILDINGS NEARBY 3 MAIN BTS STATIONS, CHITLOM, SALADAENG AND SAMRONG STATIONS, AS THE CRAIN’S FAMILY HOUSE AND CREATED THE REAL EXPERIENCES JUST LIKE THE TARGET IS WALKING IN THE HILL HOUSE.
  • THE EXECUTION :
    “THE REAL-LIFE TRAILER”: THE HAUNTING EXPERIENCES THAT THE CRAIN FAMILY HAD SUFFERED IN THIS SERIES HAS BEEN CONVERTED INTO THE REAL-LIFE TRAILER AND MADE POSSIBLE BY HOLOGRAM. TYPICALLY DONE INDOOR, WE INSTEAD USED HOLOGRAM IN OPEN ENVIRONMENT TO MAKE EACH GHOST CHARACTER LOOK REAL, TRANSPARENT, VISIBLE, AND CAPABLE OF DISAPPEARING INTO SOLID WALL. BY AROUSING INTERESTS AMONG THESE ONLOOKERS, IT MADE THEM FEEL EAGER TO WATCH THE SERIES. THE CAMPAIGN WAS EXECUTED DURING 17-23 OCTOBER 2018 AT 3 BTS STATIONS IN BANGKOK, CHITLOM, SALADAENG AND SAMRONG STATIONS. THESE UP-CLOSE HAUNTING SCENES NOT ONLY MAKE THE ONLOOKERS NERVOUSLY CURIOUS, BUT ALSO TRIGGER THEM TO GO AHEAD USING SMARTPHONES TO VDO AND SHARE WHAT THEY SAW ONLINE. THE EXCITEMENT WENT VIRAL AND SERIES BECAME TALK OF THE TOWN OVERNIGHT.
  • THE RESULT :
    • ONLINE SHARING OF THE HAUNTING EXPERIENCE WAS OVER 150,000 TIMES. • WITH MORE THAN 22 MILLION IMPRESSIONS DURING 7-DAY CAMPAIGN. • REACHED MORE THAN 1,140, 000 PEOPLE. • ENGAGEMENT NUMBER WAS MORE THAN 1,020,000 OR 90% OF PEOPLE REACHED. • GENERATION OF FREE MEDIA WAS OVERWHELMING INCLUDING WORKPOINT NEWS, BANGKOK TODAY, DRAMA ADDICT, AD ADDICT. • INTERESTS IN THE SERIES AND THE NUMBER OF SEARCHES INCREASED BY MORE THAN FOUR TIMES.