Why is this work relevant for Entertainment?

“The Threats”was created to promote Netflix Original Series “Bangkok Breaking”. The idea is to trigger audiences’ curiosity by creating immersive experience and engaging them into the story. We sent out real-life threating message through online and on-ground activation (billboard) telling the audience to stay away from watching Bangkok Breaking.

Background

Netflix Thailand launched a drama-thriller original series, “Bangkok Breaking”. The story is about a rescue worker and a news reporter who try to find the truth behind the dark side of Bangkok rescue services. The deeper they dig into the story, the more dangerous their lives had become. The goal is to capture new target audience of Netflix in Thailand which are mass audience of Thai drama watchers by creating wide-spread conversation of the launch.

Describe the creative idea

We immersed drama-thriller concept of the show into the real life by sending out threatening message to the audience to stay away from watching Bangkok Breaking.

Describe the strategy

To get Thai drama watchers’ attention, we leverage drama-thriller concept of the show and bring it to life. The strategy was to trigger people’s curiosity and ignite provocative conversation by using human truth “the more you tell people not to do something, the more they would want to do it.”

Describe the execution

We connect the concept of threatening across consumer journey touch points • On-the-go: our target audience see burnt down billboard with threatening message that say, ‘If you don’t want to end up like this billboard, don’t watch this series.’ • Online: After watched the trailers, our target audience will be retargeted with series of bumper ad with variety of threatening messages. • After reading articles about the how and/or clicked on the links, our target audience will be retargeted with series of bumper ad with variety of threatening messages. • Offline: While our target audience are watching TV show interviewing casts from the series, they would be stunted by a group of males who stormed in the set to stop the show and threaten all the audience to stay away from watching this series. This created a buzz of curiosity. Everybody took notice, and conversation spread out virally.

Describe the outcome

Massive awareness was built overnight. Our strategy paid off with an overwhelming number of people who watched our series in the first month. 103+M IMPRESSIONS 28+M Reaches 5.2 M Engagements RANKED#1 Among Thai contents In September