SACRIFICE FOR THE CROWN

TitleSACRIFICE FOR THE CROWN
BrandNETFLIX
Product / ServiceTHE CROWN: NETFLIX'S ORIGINAL SERIES
CategoryC03. Use of Social Platforms
EntrantRABBIT DIGITAL GROUP Bangkok, THAILAND
Idea Creation RABBIT DIGITAL GROUP Bangkok, THAILAND
Media Placement RABBIT DIGITAL GROUP Bangkok, THAILAND
Production MEOUR Bangkok, THAILAND

Credits

Name Company Position
SAROJ LAOHASIRI RABBIT DIGITAL GROUP CHIEF STRATEGIC OFFICER
BODIN BOONSIRIPHANT RABBIT DIGITAL GROUP STRATEGIC PLANNER
NORANIT YASOPA RABBIT DIGITAL GROUP EXECUTIVE CREATIVE DIRECTOR
NORANIT YASOPA RABBIT DIGITAL GROUP EXECUTIVE CREATIVE DIRECTOR
PAPOP CHAOWANAPREECHA RABBIT DIGITAL GROUP CREATIVE DIRECTOR
PAPOP CHAOWANAPREECHA RABBIT DIGITAL GROUP CREATIVE DIRECTOR
KANITKORN SRIMAKORN RABBIT DIGITAL GROUP COPYWRITER
MATITHORN CHAIMOUNGKALO PRACHUABMOH RABBIT DIGITAL GROUP COPYWRITER
VALUNCH CHAROENSOMBUT-AMORN RABBIT DIGITAL GROUP ART DIRECTOR
POTRAWEE WICHIEN RABBIT DIGITAL GROUP AGENCY PRODUCER
UTT CHAOWANAPREECHA RABBIT DIGITAL GROUP PHOTOGRAPHER
CHRISJUNIOR DRABIK RABBIT DIGITAL GROUP CREATIVE TECHNOLOGIST
SIBB SATTAKHUNCHUTIPAS RABBIT DIGITAL GROUP DESIGN DIRECTOR
AUNSHASA PATTHAWANSORN RABBIT DIGITAL GROUP SENIOR GRAPHIC DESIGNER
THEERAPON HONGGAM RABBIT DIGITAL GROUP SENIOR GRAPHIC DESIGNER
NATTAWAT MONGKOL-ADISAI RABBIT DIGITAL GROUP SENIOR GRAPHIC DESIGNER
PATTARIDA ACHARIYA-ANUCHON RABBIT DIGITAL GROUP GRAPHIC PRODUCER
KATHLEEN WONGSANGANAN RABBIT DIGITAL GROUP CLIENT SERVICE DIRECTOR
DARANEE RUEKNUMPHET RABBIT DIGITAL GROUP ACCOUNT DIRECTOR
PAILIN VEROJANAVAT RABBIT DIGITAL GROUP ACCOUNT MANAGER
SARANYA JAIYEN RABBIT DIGITAL GROUP ACCOUNT EXECUTIVE
ACHARA KAMOLPECHARA RABBIT DIGITAL GROUP SENIOR TOUCHPOINT MANAGER
PATTARATIPA VONGPRASIT RABBIT DIGITAL GROUP SENIOR TOUCHPOINT EXECUTIVE
CHACRIS SAETEH RABBIT DIGITAL GROUP SENIOR TOUCHPOINT EXECUTIVE
TEEWIN VARAPASKUL MEOUR PRODUCTION CO.,LTD. DIRECTOR
THANAPORN PHIANSOMPHOL MEOUR PRODUCTION CO.,LTD. PRODUCER
PONGRUJ SARLEE MEOUR PRODUCTION CO.,LTD. ASSITANT DIRECTOR
SETTHAWUT SAMATHIMONGKOL MEOUR PRODUCTION CO.,LTD. DIRECTOR OF PHOTOGRAPHY
KITTIPAT TACHATARARAK MEOUR PRODUCTION CO.,LTD. DIRECTOR OF PHOTOGRAPHY
RACHANON SUNGSUWAN MEOUR PRODUCTION CO.,LTD. EDITOR

The Campaign

We are in an era that identities are now stored online, and mostly in a platform that is as integrated as Facebook. Every bit of our lives has something to do with it, whether it is the friend you have not met in 30 years, the video of your child’s first word, or even the bitter memory of you and your ex. We somehow cannot deny how much of our lives have been merged onto the platform. To powerfully demonstrate how valuable our social identities are, “Sacrifice For The Crown” puts the audience through the same struggle for identity in which Queen Elizabeth II had gone through. As we challenge them to sacrifice today’s most valuable identity in exchange for a royal life in England.

Creative Execution

For a campaign that only lasted five days, the first phrase of it involves the launching of the campaign VDO on Netflix Thailand’s Facebook page. The objectives are to reflect how important our Facebook identities are then challenge the audience to sacrifice it for a royal trip to England. After that, the participants have to pledge to delete their Facebook accounts by changing their profile picture using “Sacrifice For The Crown” template. A winner is then selected to experience the England’s royal life while her online identity is forever sacrificed.

Results

In only five days, the campaign generated a widely acclaimed buzz across different social media platforms. The campaign VDO became the most watched video on Netflix Thailand’s Facebook page while ranking up the highest number of shares and comments in 2017. The Google Search for the series also increased by 336% during the campaign period and gained around 7.9 million impressions and 12.2 million in PR value.

This campaign communicates directly to Netflix Thailand’s audience through Facebook fanpage by using the target’s insight on the platform itself.

As a campaign that is heavily engineered towards social platforms, “Sacrifice For The Crown” is targeted primarily on Netflix’s fans due to its short campaign lifespan. As Netflix’s fans generally use Facebook as their social profiles, this allows us to make use of the platform’s existing feature such as the profile picture template and turn it into a sensational social trend.

Links

Video URL