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SUB CATEGORY :
DIRECT CAMPAIGN FOR LAUNCH/RE-LAUNCH
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COMPANY ENTERING :
CJ WORX, BANGKOK
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TITLE :
THE LOTTO MOVIE POSTERS
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BRAND :
NETFLIX
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ADVERTISER :
NETFLIX
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AGENCY :
CJ WORX, BANGKOK
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CHAIRMAN :
SAHARATH SAWADATIKOM
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CHIEF CREATIVE OFFICER :
THANASORN JANEKANKIT
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CREATIVE DIRECTOR :
CHOTIKA TANTIPONG
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ART DIRECTOR :
RAVISARA PRATEEP/CHOTIKA TANTIPONG/SAHARATH SAWADATIKOM
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COPYWRITER :
VUTHIPONG JONGYINGCHAROENYOS/THANASORN JANEKANKIT
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AGENCY PRODUCER :
NUTCHA MAUTHORN/CHANAWONG KITTIWISETKUN
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MEDIA AGENCY :
SPORE BANGKOK, BANGKOK
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PR AGENCY :
SPORE BANGKOK, BANGKOK
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CAMPAIGN SUMMARY :
Netflix Thailand wanted to launch its new original movie “The Lost Lotteries” which is about a group of strangers who lost their winning lotto tickets and must do whatever it takes to reclaim them back. Since the lottery is seen as a national agenda among Thais and there are more than 30 million people who buy lotto tickets per drawing round, Netflix needed to get these 30 million people, who are the main target audience, to watch the movie.
To reach lotto fans, who are our core target audience, we strategically utilized a lotto cover, a little piece of paper attached to every lotto ticket, seen by every lotto ticket buyers across the country, which has never been used as a media placement before, and turned it into “The Lotto Movie Posters.” These are the smallest pieces of ads that get distributed nationwide. The message “Keep it safe. Don’t lose it” on the posters reminded everyone to keep this little piece of media close to them at all times until the next lotto drawing date, which was also the day the movie was released. The posters had different colors and designs making themselves become collectible items.
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THE BRIEF :
Netflix Thailand wanted to launch its new original movie “The Lost Lotteries” which is about a group of strangers who lost their winning lotto tickets and must do whatever it takes to reclaim them back. How do we gain interest from Thai audiences and lead them to watch our movie?
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THE STRATEGY :
To guarantee that we can reach all 30 million lotto buyers who are our main target group, we utilized a lottery cover which is a little piece of paper already familiar to every lotto buyer, and turned it into an unexpected media space that every lotto buyer would see. These little pieces of ads gave us the advantage of nationwide distribution with very inexpensive production cost per piece. Our ads were able to reach every corner of Thailand, wherever the lotto ticket sellers would go, which was a fresh strategy used for the very first time.
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THE EXECUTION & CRAFT :
“The Lotto Movie Posters” was designed to imitate lottery covers that are widely used among lotto sellers. At a glance, lotto buyers will notice right away that these are no ordinary lotto covers but are movie posters. “The Lotto Movie Posters” were distributed to lotto kiosks across the country and attached to lotto tickets, turning every lotto kiosk into our media space. Various designs and colors make these posters collectible among lotto buyers and being attached to the real lotto tickets required every lotto buyer to keep our piece of ads with them until the next lotto drawing date, which was also the day the movie was released, reminding them once again, to watch the movie.
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THE RESULT :
Lotto tickets with“The Lotto Movie Posters” were sold out within the first day of the launch, gaining 94 million impressions and reaching 33 million lotto buyers who were our core target audience, all of them were willing to keep our ads which served as a reminder to watch our movie. Number of Netflix subscribers rose to 67% after the launch of the campaign and “The Lost Lotteries” became No.1 most watched movie in Thailand within a day of its release.
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