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  • SUB CATEGORY :
    USE OF PRINT/OUTDOOR & TRANSIT
  • COMPANY ENTERING :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • TITLE :
    THE BILLBOARD REMAINS
  • BRAND :
    NETFLIX
  • ADVERTISER :
    NETFLIX PTE.LTD.
  • AGENCY :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • GENERAL MANAGER :
    SAMIRA THANCHAROENKIT
  • CHIEF CREATIVE OFFICER :
    SOMPAT TRISADIKUN
  • EXECUTIVE CREATIVE DIRECTOR :
    PARUJ DAORAI/SANTI TUBTIMTONG
  • CREATIVE DIRECTOR :
    NAREERAT PHIYASUPORNKUL/WIKORN ROJARAYANONT
  • ART DIRECTOR :
    KORNKANOK THAKUM/KROEKKIAT CHANTHAKITNUKUL/ IRENE INDRAVUDH/LUCKSAMON BOONTHEPPRATAN/SOMPAT TRISADIKUN
  • AGENCY PRODUCER :
    KANOKPORN SIRISEREE/SARAWUT LERTKITTIPAPORN/KREE MANGKANG
  • COMPUTER ARTIST :
    SARAWUT ONGCHAI
  • GRAPHIC DESIGNER :
    NITITUCH HIRUNYAPECHAKUL
  • ACCOUNT DIRECTOR :
    PIYARAT BOONTHANOMWONG
  • ACCOUNT MANAGER :
    UMAPORN KHLANGBUNKHRONG
  • ACCOUNT EXECUTIVE :
    CHUTIRAT KHONGSANTIAH
  • STRATEGIC PLANNING DIRECTOR :
    WORAWIN SONCHAROEN
  • STRATEGIC PLANNER :
    NATTAPONG SAE-LIEO
  • MEDIA AGENCY :
    WAVEMAKER, BANGKOK (WPP (THAILAND) LTD.)
  • BUSINESS DIRECTOR :
    VIRATEE TRICHAROENDEJ
  • ASSOCIATE DIRECTOR & INTEGRATED PLANNING :
    CHULALUCK PANGNIRUND
  • OOH & OTHERS BUYING LEAD & GROUPM SERVICES :
    CHAWADOL WUTTHISIRINUKUN
  • FILM PRODUCTION COMPANY :
    EIGHTFINITYFILM, BANGKOK
  • DIRECTOR :
    PAIRACH KHUMWAN
  • CINEMATOGRAPHER :
    ABHISIT PRASONGSUP
  • FILM PRODUCER :
    BHAKVARIN KIRATIPATHOMROJ
  • POST-PRODUCTION COMPANY :
    NEWBRAIN POST, BANGKOK
  • EDITOR :
    WISARUT DEELORM
  • SOUND PRODUCTION COMPANY :
    SOUNDWAVE, BANGKOK
  • MUSIC COMPANY :
    BMG PRODUCTION MUSIC
  • MUSIC COMPOSER :
    NO SOUND IN SPACE CO., LTD.
  • CAMPAIGN SUMMARY :
    Netflix wanted to promote its original Thai series, ‘Bangkok Breaking’, the story about a rescue worker and a reporter who tried to find the truth behind the dark side of Bangkok rescue service. The deeper they dig into it, the more dangerous their lives had become. To promote this series, we used human truth, the more you tell people not to do something, the more they would want to do it. We threatened people to stay away from watching Bangkok Breaking through multiple real-life threats to trigger their curiosity. It generated massive buzz and temped people to watch our series, making it became No.1 most watched among Thai contents in Netflix during the campaign.
  • THE BRIEF :
    Our job was to promote ‘Bangkok Breaking’, Netflix’s original Thai serries and gain as many viewers as possible. We wanted to provoke wide-spread conversation to build momentum for the launch of the series.
  • THE STRATEGY :
    Our strategy was to trigger people’s curiosity and provoke them to watch our series. We used human truth which is, the more you tell people not to do something, the more they would want to do it. We must try to blend our drama into the real life to create relevancy and make the most of Thai people’s perception toward Bangkok city that it always hides dark secret behind its vibrant colors.
  • THE EXECUTION :
    We started by launching normal billboards about the show in multiple locations. Then, we released VDO clips of someone burnt our billboards. And the next day, our billboards were burnt. Only some remains left. All of them had threats that say, ‘If you don’t want to end up like this billboard, don’t watch this series.’ This created a buzz of curiosity. Everybody took notice, and conversation spread out virally.
  • THE RESULT :
    Massive awareness was built overnight. Our strategy paid off with an overwhelming number of people who watched our series in the first month. 50.6M IMPRESSIONS 4.9M ENGAGEMENTS RANKED#1 Among Thai contents In September