“The Eyeballs Heist” operation from Netflix to promote Money Heist. By sending out robbers and heisting countless out-of-home media - from giant billboards in prime locations to metro station ads to tuk-tuk signboards. One after another out-of-home advertising from major brands such as luxury real estate, gold, and jewelry brand, international electrical appliances, Cosmetic, and FMCG brands were heisted boldly with a daring message over their ads; “This billboard got heisted”. We also intentionally left some space for people to be able to identify what brands we heisted from. Millions of eyeballs experienced this unexpected heist plot.

Netflix Thailand, the most popular streaming service in Thailand wanted to make a massive impact on the launch of Money Heist: Korea Joint Economic Area. The remake of the popular Spanish series that is not so famous in Thailand. But How?

Bangkok is a highly dense city with a population of 10.72 million.

This City of Angels is also ranked 8th worst traffic in the world where an average Bangkokian spends at least 64 hours a year in traffic. This makes out-of-home media in Bangkok expensive and guarantees millions of eyeballs every single day at prime locations.

The only problem with this out-of-home is, they are fully booked all year long.

Why buy billboards when you can heist them? With so much time and eyeballs glued to any location all around Bangkok, we robbed major billboards and OOH all over Bangkok to get attention.

“The Eyeballs Heist” operation sent out robbers and took over countless out-of-home media - from giant billboards in prime locations to metro station ads to tuk-tuk signboards. Overnight, one after another out-of-home advertising from major brands such as luxury real estate, gold, and jewelry brand, international electrical appliances, cosmetic, and FMCG brands were heisted boldly with a daring message over their ads; “This billboard got heisted”. Covering those other brands' media with a special material tailored-made for each brand and location. We also intentionally left some space for people to be able to identify what brands we heisted from.

Money Heist: Korea Joint Economic Area. The remake of the popular Spanish Netflix series is set to be a mega-hit as it masterly tells the story of a group of thieves plotting an ambitious robbery. The show is famous for the unexpected heist plot using the strategy of the Professor, the mastermind of the series.

So, if you want to do a campaign to promote the show. You need to think like Professor himself. By creating a plan aimed at the most valuable and the most expensive thing in our industry, "Consumer's attention" in an unexpected way that no one will ever expect. In order to be able to gain a massive impact on society.

“The Eyeballs Heist” operation sent out robbers and took over countless out-of-home media - from giant billboards in prime locations to metro station ads to tuk-tuk signboards. Overnight, one after another out-of-home advertising from major brands such as luxury real estate, gold, and jewelry brand, international electrical appliances, cosmetics, and FMCG brands were heisted boldly with a daring message over their ads; “This billboard got heisted”.

We covered all the other brand media space with a unique technique and collaborated with the fabric expert. The red fabric covered half of the billboard with the message ‘This billboard got heisted’ and left some parts for the audience to notice the brands we heisted from. Before spinning it off onto social with KOLs, our own assets, brands channel, user channels, and influencer pages. even the NEWS channel picked it up.

It caught all the attention overnight!

Millions of people witnessed the heist

and this operation became the talk of the town within a day.

Social media and even the national news caught on this heist like wildfire with discussions, organic posts, and forums heated in debates over this daring heist questioning, “How in the world did Netflix heist all those big brands?"

The heist was so real, people even debate about the law.

"Can Netflix get sued for this?"

No thief will ever reveal their secret,

and Thailand’s attention got heisted successfully by Money Heist!

- 10K conversations online

- 11k organic shares, likes, and comments

- 33,575,002 eyeballs heisted from the other brands

- 100 million PR value

- Money Heist Korea became No.1 on Netflix overnight.