Cannes Lions

GFNW Newspaper

SOUR BANGKOK / NETFLIX / 2022

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Overview

Background

Netflix has launched in Thailand for 5 years, but less than 1% of the population are subscribers. To grow its market, we need content that really speaks to Thai people.

When Girl From Nowhere Season 2 is back after 3 years, how do we make its comeback a headline news… when Thailand is filled with headline news that is unjust?

Idea

“Rewrite the Justice Newspaper”, a special edition newspaper covering 8 of the most talked about scandalous news in Thailand at the time. With one twist…

This time, those responsible for the real events cannot escape justice.

Strategy

From the controversial pregnant school girl news… this time the girl won’t be punished. The infamous hit and run case… that the rich and powerful can’t evade justice. The freshman was found dead in a hazing case… and senior students have been charged.

And giving voice to the students who dared to rise up against old rules…

8 headline news rewritten based on 8 episodes of Girl From Nowhere Season 2, attracting readers to watch the series right away.

Execution

8 headline news rewritten based on 8 episodes of the series, attracting readers to watch the series right away.

150,000 copies are printed to this special edition newspaper that are distributed for free around Bangkok Sky Train and CBD. We distributed the special edition newspaper for free around Bangkok Sky Train and CBD on the launch date of the series.

Outcome

> #GIRLFROMNOWHERE2 NO.1 HOT AND LONGEST TRENDING :THAILAND, PHILIPPINES, INDONESIA, MALAYSIA

> SOCIAL TREND FOR MYSTERIOUS NEWSPAPER RARE ITEM over 50 USD WORTH

> “ EMPOWERING SERIES FOR WOMEN AND LGBTQ+ ” - EMBASSY OF SWEDEN

> NO.1 MOST WATCHED ON NETFLIX THAILAND FOR MANY WEEKS

TOP 10 IN 13 COUNTRIES

> INCREASED NETFLIX SUBSCRIBERS SHARING PACKAGE FOR NANNO SERIES

>1.4 BILLION HASHTAG REACHES ON WEIBO IN CHINA, WHERE NETFLIX IS UNAVAILABLE

> ALL FANS REQUEST FOR SEASON 3

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