SUB CATEGORY :

USE OF AMBIENT: SMALL SCALE

ENTRANT COMPANY :

CJ WORX, BANGKOK

TITLE :

THE LOTTO MOVIE POSTERS

BRAND :

NETFLIX

ADVERTISER :

NETFLIX

AGENCY :

CJ WORX, BANGKOK

CHAIRMAN :

SAHARATH SAWADATIKOM

CHIEF CREATIVE OFFICER :

THANASORN JANEKANKIT

CREATIVE DIRECTOR :

CHOTIKA TANTIPONG

ART DIRECTOR :

RAVISARA PRATEEP/CHOTIKA TANTIPONG/SAHARATH SAWADATIKOM

COPYWRITER :

VUTHIPONG JONGYINGCHAROENYOS/THANASORN JANEKANKIT

AGENCY PRODUCER :

NUTCHA MAUTHORN/CHANAWONG KITTIWISETKUN

MEDIA AGENCY :

SPORE BANGKOK, BANGKOK

PR AGENCY :

SPORE BANGKOK, BANGKOK

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.
“The Lotto Movie Posters” were sold out within a day, gaining 94 Million impressions and reached 33 Million people who are our main target audience. Number of Netflix subscribers rose to 67% after the launch of the campaign. “The Lost Lotteries” was ranked No. 1 most watched movie in Thailand within a day of its release.

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?

THE STRATEGY :

Since in Thailand, lotteries are seen as a national agenda and more than 30 million people buy lotto tickets per drawing round, we utilized a lottery cover which is a little piece of paper already familiar to every lotto buyers, and turned it into an unexpected media space which would guarantee us that every lotto buyer would see. This little piece of ad 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.

THE EXECUTION :

“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 lottery covers but are movie posters. 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.

THE RESULT :

Utilizing the small piece of paper that is usually attached to every lotto ticket as our media allowed our ads to reach every lotto ticket buyer. 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. 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.