Netflix would like to launch a docuseries about ‘Dogs’ and their unique bonds with humans. But the problem was Thais couldn’t careless about documentaries films regardless of series. How could we turn Thais’ head to overcome their genre barriers to take interest in the show with no Hollywood stars, no action, no drama with much less budget to support the launch when comparing with their big show like Narcos or Stranger’s Thing.

Using the universal truth that dogs are truly the mood shifter. They could change your mood in just seconds from a toughest day at work to unexpected love triangle. When you come home this four legged friend would give you all he/she got to show you that you are loved and cared for.Then we turn our strategy “Dog is a mood shifter” to creative idea “Lick-away bad day” for quick demonstration on the magical power of mood shifting that dogs could do to humans.

Dogs are known as man's best friend, This docuseries celebrates those bonds between people and their beloved four-legged buddies. That prove the unconditional love one feels for their dog is a universal truth. We discovered the universal truth that dogs are truly the mood shifter. They could change your mood in just seconds feeling low from a toughest day at work to an unexpected love triangle. When you come home this four legged friend would give you all he/she got to show you that you are loved and cared for. Our strategy was to let Bangkokian experiences the power of “Mood Shifting” that dogs have and make them want to watch more from the docuseries.

We were briefed to use billboard as key medium for the launch and what we do we paralleled launch our online platform which consumers could type what they feels, bad days, tough luck and so on and they could also select the breeds of dogs that would come to take away those pain from your each person’s screen. Then we select the most popular content to expose further at the digital billboard around Bangkok. Each billboard were featured content that linked with psychographic of people of each location.

The launch of “Licked Away Bad Day” could achieved the goal in acquiring new Netflix members within the first month of the launch and become the first docuseries that was successfully launched in Thailand. And since the idea was based from the universal truth, Netflix US requested for the idea to be use at their Time Square digital billboard.

Due to netflix policy they are unable to share the business information (the growth potential of a subscriber and the viewers of the series - DOG) to any external party, since it is highly confidential.

However, the informations below is the result from our media partners during the lunched of the campaign from November to December 2018

5,000,000 Eyeballs reach on OOH Media

12,000,000 impressions on digital platform during the campaign

And 5,000 engagements on the microsite