Cannes Lions

Burn The Billboard

LEO BURNETT, Bangkok / NETFLIX / 2022

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Overview

Entries

Credits

Overview

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 more they dug into the story, the more dangerous their lives became. The goal is to capture a new Netflix target audience in Thailand, which is a large audience of Thai drama viewers.

Our job was to get as many people to watch "Bangkok Breaking," Netflix's original Thai series, as possible. We wanted to spark widespread conversation to build momentum for the series' launch.

Idea

We immersed the show into real life by sending out a threatening message to the audience to stay away from watching Bangkok Breaking through the burnt billboards.

We transformed ordinary billboards, which are usually used to advertise new TV shows or movies, into real-life threats.

This created a buzz of curiosity. The conversation spread like wildfire. Overnight, massive awareness was created.

Strategy

Our strategy was to trigger people’s curiosity and motivate them to watch our series. The more we used human truth by telling people to not do something, the more they wanted to do it and talk about it.

By threatening them not to watch or participate in the series, we create a conversation that promotes our campaign even more than any PR campaign could.

Execution

We began the campaign by putting up regular billboards about the series in various locations.

A few days later, people on the internet discovered videos of gangsters setting fire to our billboards.

Our billboards were burned down in their original locations, leaving only the remains with the message, '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 the conversation spread virally.

Billboard at Sathorn Road: H 12 m. x W 30 m.

Billboard at Petchaburi Road: H 8 m. x W 16 m.

Outcome

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

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