Background

GMM Grammy, the largest entertainment company in Thailand, owns TV channel, TV program and Music platform lost the connection with the most promising target segment “young women”. Most of the shows are remake melodrama series that women in this generation don’t feel connect any more. To build a strong bond with the target, instead of buying entertainment IP and agency role is just a content promotor we need to create an insightful content truly made for women.

Describe the creative idea

“Girl From Nowhere The Series” The series that women nationwide talk about. The first long-form 13-episode insightful series created by an agency for women to empower women. Inspired by 13 true incidents where schoolgirls have been victimised. Their stories retold. Each episode, we inspire the idea of reversing the destiny from victim to victor by a girl names “Nanno”. She will take audiences on an extraordinary tale of revenge. When the new episode begins, “Nanno” will always reappear as a new student in the new schools. This mysterious-fantasy flavor gives women nationwide a taste of satisfaction. It was the first entertainment series powered by women to empower women. We believe victim is not women destiny. The series created incredible social impact.

Describe the strategy

While advertising industry around the world has been disrupted, we created a new business model by turning ourselves, ‘the creative agency for women’, into an insightful content creator. Co-owned intellectual property (IP) by client and agency, we produced the first along-form 13-episode series truly made for women and sold it to Netfilx as an Original Series airing worldwide.

Describe the execution

1 Girls, 13 experiences, 13 schools, 13 episodes. In each episode, the girl will take audiences on an extraordinary tale of revenge. And she will always reappear in different schools when the new episode begins. A mysterious fantasy flavour gives women nationwide a taste of satisfaction. The first entertainment series powered by women to empower women. We believe victim is not women destiny.

List the results

• “NANNO” becomes only character that was ranked among real women as the Top 10 most influential women in Thailand. • The series became talk-of-the-town. • Thailand’s weekly no.1 on twitter and youtube • Within 2 weeks, the series FB fanpage has the highest rank of engagement in the country. • Every episode was fully sponsored. • PR Value greater than 3.4 M dollars with ZERO media budget. • Woody World, one of the most famous online programs in Thailand with a host whom was selected by CNN as 1 of 100 Asia Influencer, approached and had a special interviewed Nanno and directors. • Prime Minister’s office requested to use the series as a teaching material. • A community of brave girls was born. Girls shared their victim stories while others share their solutions. • Gold in London International Awards, Gold Effectiveness in Asia Pacific Advertising Festival (Adfest) 2019