Why is this work relevant for Media?

“The Billboard Remains” 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 turned the traditional billboard to the stunning real-life threats like never before.

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.

Describe the creative idea / insights (30% of vote)

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 (20% of vote)

To get Thai drama watchers’ attention, we leveraged 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 (20% of vote)

We kicked off the campaign by launching normal billboards about the series in multiple locations. A few days later, people around internet found clips of gangsters set fire on our billboards. On the real locations, our billboards were burnt only the remains left with the signage saying that ‘If you don’t want to end up like this billboard, don’t watch this series.’ This created a buzz of curiosity. Everybody was noticed, and conversation spread out virally.

List the results (30% of vote)

Massive awareness was built overnight. An overwhelming number of people watched our series in the first month. 50.6M IMPRESSIONS 4.9 M ENGAGEMENTS RANKED#1 Among Thai contents In September