Why is this work relevant for Brand Experience & Activation ?

Netflix create the one-of-a-kind real time interactive installation, ‘Joe Glass Cage’, the outdoor especially designed allowing visitors to step inside for a taste of the truly horrifying experience for themselves. To promote “YOU” the new psychological thriller, we recreated “Glass Cage” that Joe locks Beck up in the series and engage people through the narrative of Joe. Each visitor gets their own narratives customizing real time based on each individuals. The Glass Cage comes with surrounding dolby 5.1 sound system, one-way mirror the visitor cannot see from the inside of the room making the audience feel like being stalked.

Background

To promote “You” the Netflix original series and make the main concept about "Love and Obsession" relate to audiences and make them want to see ‘You’ series on Netflix.

Describe the creative idea (20% of vote)

The idea is to make the audience get the main concept of the series which is ‘Love or Obsession’ Make them eager to know more of what’s gonna happen to the character in the series through the replication of the "Glass Cage" Joe used to lock Beck up in the series. Once the visitors finished experiencing from Joe Glass Cage, they can go to Netflix and find it out by themselves in You Series.

Describe the strategy (20% of vote)

Customizing each experience based on each visitors making everyone get their own storyline. Each narrative act like the real on-ground trailer which turn the visitor to the actor.

Describe the execution (30% of vote)

Joe Glass Cage, which designed just like one in the series, is installed in one of the highest traffic department store in central Bangkok for 6 days during festive period in Christmas. The installation let the visitors being stalked and obsessed through the customized real time narratives which comes in surrounding dolby 5.1 sound system. The one way mirror makes visitors cannot see from in inside. The 4D techniques like books falling, light blinking or floor shaking makes the experience feels even more horrifying. The installation makes the audience get the main concept of the series which is ‘Love or Obsession’ Make them eager to know more of what’s gonna happen to the character in the series.

List the results (30% of vote)

• Within one week after launch, 17 Millions total Campaign Reach • 95% of visitors to Joe Glass Cage share their own experience in their social and tag their friends • People have to line up more than 2 hours to experience the Glass Cage • 1 Millions Engagements • 2.5 Millions total VDO View within 3 days • Over 100,000 social voices talking about the campaign