|Title||NOT GOING ANYWHERE, GO TO NETFLIX|
|Product / Service||NETFLIX|
|Category||B10. Brand Voice & Strategic Storytelling|
|Entrant||CJ WORX Bangkok, THAILAND|
|Idea Creation||CJ WORX Bangkok, THAILAND|
|Media Placement||SPORE Bangkok, THAILAND|
|PR||SPORE Bangkok, THAILAND|
|Production||THE FILM FACTORY Bangkok, THAILAND|
|Thanasorn Janekankit||CJWORX||Executive Creative Director|
|Saharath Sawadatikom||CJWORX||Creative Director|
|Chotika Tantipong||CJWORX||Creative Director|
|Saharath Sawadatikom||CJ WORX||Art Director|
|Chotika Tantipong||CJWORX||Art Director|
|Patthawan Sukton||CJWORX||Art Director|
|Panchika Sausanga||CJWORX||Art Director|
|Papaiporn Laipookhum||CJWORX||Social Copywriter|
|Wanwanut Wannalertsiri||CJWORX||Social Art Director|
|Nutcha Mauthorn||CJWORX||Project Director|
|Chawana Keeratiyutamonkul||CJ WORX||General Manager|
|Jipattikal Panikbutr||Spore Bangkok||Director of Strategy and Business Solutions|
|Nichapat Ratanapraphat||CJWORX||Director of Strategy and Business Solutions|
|Touchticha Choemvarachart||CJWORX||Account Manager|
In a highly-satisfied AVOD dominated market of Thailand, value perception is a critical barrier to unlock growth due to low familiarity and intention to try. Thais don’t see the role and relevance of Netflix in everyday life. Currently Netflix consumption and conversation occurs in private or inner circles/fan communities. With a simple phrase, “Not going anywhere, go to Netflix,” we made Netflix consumption and conversation visible to the broader public, enabled massive social confirmation and owned a big cultural moment, breaking out Netflix into mass cultural conversation as a result.
Challenge: After 2 years of being officially launched in Thailand, Netflix is still seen as an international and non relevant brand. How do we gain familiarity in Thai market and seep into their daily lives and show that we understand their cultural context? How do we make Netflix consumption and conversations visible to the broader public and enable massive social confirmation of the brand? Cultural Background: During the year-end’s holiday, impressions and reaches for ad campaigns hit the lowest point of the year, because Thai urban consumers leave town for vacation. During New Year, social media feeds are flooded with travel pictures, confirming that people just give no interest in anything else besides anything festive.
Hijack the New Year holiday’s most asked question “Where are you going this New Year?” with “Not going anywhere, go to Netflix.”
We utilised the absence of campaign launches during New Year’s Holiday and created a branding campaign that was designed for this specific time of year. We pointed out the nationwide tension of FOMO (fear of missing out) traveling during the peak season and empower existing fans to outwardly share brand love and celebrate their New Year’s Holiday spent at home with Netflix with the phrase “not going anywhere, go to Netflix.” That way, we could enable mass social confirmation and let Netflix own a big cultural moment and capture new urban and potential payable audiences.
We created an integrated campaign that established this new expression through the use of all media to create aspirational and enjoyment value of Netflix on the same level as travel. • Online video emphasising on peak season traveling pain • Billboards mimicking street sign • Free home amenities that support being at home with Netflix • GIPHY IG Story stickers that make Netflix experience more worth sharing • Social media contents supporting “Not going anywhere, go to Netflix.”
Within the first day of the launch of the campaign,“Not going anywhere, go to Netflix” instantly became a new hit phrase on all social media platforms. Online film and campaign’s social contents gained the best record in terms of reaches, while numbers of followers on our social channels increased by 2000%. Our static billboards were also captured and shared on social media by top tier influencers, resulting in gaining the total of 1.6 million buzz, 83 million impressions and 35 million reaches for the entire campaign. Even though the campaign is over, “Not going anywhere, go to Netflix” is still used among users for every Thai holiday and occasion.