SUB CATEGORY :

USE OF GUERRILLA MARKETING & STUNTS

COMPANY ENTERING :

WUNDERMAN THOMPSON THAILAND, BANGKOK

TITLE :

THE EYEBALLS HEIST

BRAND :

NETFLIX TH

ADVERTISER :

NETFLIX TH

AGENCY :

WUNDERMAN THOMPSON THAILAND, BANGKOK

CHIEF EXECUTIVE OFFICER :

MAUREEN TAN

CHIEF CREATIVE OFFICER :

PARK WANNASIRI

CREATIVE DIRECTOR :

PEERAYOT PICHITNAPAKUL

ART DIRECTOR :

PINNAWAT SRISURIN/AUERNAREE CHANCHAISRISAKUL

COPYWRITER :

PRIM KAIBORRIBOON/CHANANCHIDA PATTARAKIATIKUN

AGENCY PRODUCER :

DUANGPORN SRISUKHO

DIGITAL PLANNING DIRECTOR :

SETHATHIP SETHANANDHA

CLIENT SERVICE DIRECTOR :

SIRINA SHINKHEM

ACCOUNT DIRECTOR :

RYNRADA PISAWONGPRAKARN

ACCOUNT MANAGER :

SUCHADA PUTTARUKKIT

ACCOUNT EXECUTIVE :

SUCHAYA KITTAYANUKUL

STRATEGIC PLANNING DIRECTOR :

SAKILA BANYEN

STRATEGIC PLANNER :

SIRADA SRITEERAROJ

PROJECT MANAGER :

MIRA VASUKULKASEMTORN

MEDIA AGENCY :

WAVEMAKER THAILAND, BANGKOK

MEDIA PLANNING DIRECTOR :

VIRATEE TRICHAROENDEJ

MEDIA PLANNING MANAGER :

PAPATCHAYA VAJIRATHANAANGKOON

MEDIA PLANNER :

NAPASSORN PORNKULWAT

MEDIA BUYER :

MONMAITREE LIEWWANICHAYAKUL

PR AGENCY :

VERVE BANGKOK, BANGKOK

EXECUTIVE PR :

PHIRARUNCHIDA WATTANASEATTHANAN

INFLUENCER RELATIONS :

PATTIRA UTTARANAKORN

DIRECTOR :

PIBOONWAT PREMSRIPECH

EDITOR :

PIYAPONG BUNSONG

CAMPAIGN SUMMARY :

“The Eyeballs Heist” operation from Netflix to promote Money Heist. By sending out robbers and
heisting countless out-of-home media - from giant billboards in prime locations to metro station ads
to tuk-tuk signboards. One after another out-of-home media from major brands such as luxury
real estate, gold, and jewelry brand, international electrical appliances, Cosmetic, and FMCG brands
were heisted boldly with a daring message over their ads; “This billboard got heisted”. We also
intentionally left some space for people to be able to identify what brands we heisted from. Millions
of eyeballs experienced this unexpected heist plot.

THE BRIEF :

Netflix Thailand, the most popular streaming service in Thailand wanted to make a massive impact
on the launch of Money Heist: Korea Joint Economic Area. The remake of the popular Spanish series
that is not so famous in Thailand. But How?

Bangkok is a highly dense city with a population of 10.72 million.
This City of Angels is also ranked 8th worst traffic in the world, where an average Bangkokian spends
at least 64 hours a year in traffic. This makes out-of-home media in Bangkok expensive and
guarantees millions of eyeballs daily at prime locations.
The only problem with this out-of-home is that they are fully booked all year.

THE STRATEGY :

Money Heist: Korea Joint Economic Area. The remake of the popular Spanish Netflix series is set to
be a mega-hit as it masterly tells the story of a group of thieves plotting an ambitious robbery. The
show is famous for the unexpected heist plot using the strategy of the Professor, the mastermind of
the series.

So, if you want to do a campaign to promote the show. You need to think like Professor himself. By
creating a plan aimed at the most valuable and the most expensive thing in our industry,
"Consumer's attention" in an unexpected way that no one will ever expect. In order to be able to
gain a massive impact on society. Then why buy billboards when you can heist them?
With so much time and eyeballs glued to any location all around Bangkok,
we robbed major billboards and OOH all over Bangkok to get attention.

THE EXECUTION :

“The Eyeballs Heist” operation sent out robbers and took over countless out-of-home media - from
giant billboards in prime locations to metro station ads to tuk-tuk signboards. Overnight, one after
another out-of-home advertising from major brands such as luxury real estate, gold, and jewelry
brand, international electrical appliances, cosmetics, and FMCG brands were heisted boldly with a
daring message over their ads; “This billboard got heisted”.
We covered all the other brand media space with a unique technique and collaborated with the
fabric expert. The red fabric covered half of the billboard with the message ‘This billboard got
heisted’ and left some parts for the audience to notice the brands we heisted from. Before spinning
it off onto social with KOLs, our own assets, brands channel, user channels, and influencer pages.
even the NEWS channel picked it up.

THE RESULT :

It caught all the attention overnight!
Millions of people witnessed the heist
and this operation became the talk of the town within a day.
Social media and even the national news caught on to this heist like wildfire with discussions, organic
posts, and forums heated in debates over this daring heist questioning, “How in the world did Netflix
heist all those big brands?"
The heist was so real, people even debate about the law.
"Can Netflix get sued for this?"
No thief will ever reveal their secret,
and Thailand’s attention got heisted successfully by Money Heist!
- 10K conversations online
- 11k organic shares, likes, and comments
- 33,575,002 eyeballs heisted from the other brands
- 100 million PR value
- Money Heist Korea became No.1 on Netflix overnight.