Why is this work relevant for Media?

Due to the pandemic, Space Sweepers, Korea’s first-ever space blockbuster had nowhere to land. With cinemas closed, millions of K-pop fans were left wondering where and when they would finally get to watch it. It was unveiled that Space Sweepers would be launched on Netflix. We needed an impactful campaign for this blockbuster that only could be watched at home. Netflix presents "Lightboxes from Space" A blockbuster from space straight to your homes. The movie lightboxes fell from the sky onto people’s houses in crowded residential areas of Bangkok.

Background

Due to the pandemic, Space Sweepers, Korea’s first-ever space blockbuster had nowhere to land. With cinemas being closed, millions of K-pop fans were left wondering where and when they would finally get to watch it. It was eventually unveiled that Space Sweepers would be launched exclusively on Netflix. BRIEF We needed an impactful campaign for this blockbuster film that could only be watched at home.

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

IDEA Netflix presents "Lightboxes from Space" A blockbuster from space, not in theaters, but straight to your homes. The movie lightboxes fell from the sky onto people’s houses in crowded residential areas of Bangkok. One lightbox a day was dropped on a countdown to the premiere.

Describe the strategy (20% of vote)

TARGET AUDIENCE: Mass of Thai People - Blockbuster fans. MEDIA PLANNING&APPROACH : With the idea "Blockbuster go straight to your home", we need to make this coming of the film getting up on the hype. So we decided to use the non-traditional media placement: real people's houses. We also trickle-dropped the lightboxes around in a short period before film premiere day to create buzz, both offline and online.

Describe the execution (20% of vote)

IMPLEMENTATION Finding ordinary people's homes that never be used as a media spot. We selected 9 homes that are in crowed residential area of Bangkok. We picked up the various styles of residential to communicate that this blockbuster was really going to everyone's home. The movie lightboxes were placed with special effects like they were really fallen from outer space. Like a happening event news report, we amplified the visual of the movie lightboxes crash landing on people's homes across online and offline media. TIMELINE&SCALE Before a week to the movie premiere day, we dropped one lightbox a day on a countdown. After 9 physical lightboxes were exposed. People started to talk about them online, Fans went on a hunt. The day after, we launched a virtual lightbox with an instagram filter. Then everyone can place the lightbox at their own home, every single home in Thailand.

List the results (30% of vote)

The lightboxes started 20000+ conversations on Twitter just overnight. The lightboxes became immediate photo spots. Fans went on a hunt, generating 1000+ photos on social media. The campaign created 48M+ impressions 3.4M+ engagements. and made Space Sweepers ranked Number 1 on Netflix Thailand for 3 weeks, since the first day of the film launched.