Netflix wanted to promote '69 the Series,' a dark comedy series about a woman named ‘Tum’ and a mysterious box mistakenly delivered to the wrong room, which led to disaster.

In a world where ad-skipping is common, Netflix's campaign for '69 The Series' ventured into uncharted territory.

Instead of relying on traditional ads, we crafted an interactive experience on social media to intrigue and make people eager to approach us and lead them to watch series.

Intriguing ads, featuring a mysterious room associated with crime-related photos, were placed on rental websites along with a contact number and a LINE (Chat Application) ID named 'TUM.' People had the option to call and discover the events that unfolded in Tum's room or engage with her directly on LINE chat for real-time conversations.

This strategy piqued curiosity and motivated people to actively seek out our ads, subverting the typical ad-avoidance behavior. Consequently, '69 The Series' rapidly garnered attention and became the number one content in Thailand within two days of its launch.

This campaign demonstrated how a creative strategy, fused with real-time engagement on social media, can successfully captivate an audience.

Typically, series and movie trailers follow a routine release through various media channels, often overlooked or skipped by viewers who have become accustomed to the process.

To proactively address this challenge, we leverage the psychological aspect of curiosity while harnessing the unparalleled power of social media for real-time response.

Instead of relying solely on traditional media, we've pioneered a cutting-edge approach: sharing tantalizing glimpses of our stories through specially crafted advertisements on social platforms.

Here's where the real magic happens – rather than passively watching a trailer, viewers become active participants, eagerly pursuing it on their terms.

Our innovative strategy not only taps into the full potential of social media's reach but also enables instant engagement. When viewers encounter our content, they can make contact and interact with the characters, prompting real-time responses and fostering a deeper connection with our distinctive series.

Most of the plot unfolds in Tum’s room, which is why we based our idea on the events that occur there, aiming to pique people's curiosity about the series.

We posted a peculiar crime-related advertisement for a room for rent, complete with a contact number and LINE chat ID belonging to the room's owner, named 'Tum,' on various room and condo rental webpages.

When someone called the number, they heard Tum answering the call, and various chaotic scenarios unfolded in the room due to the mysterious box. Multiple versions of what transpired in the room were narrated during the call.

She engaged in a personal conversation with them, recounting the events that occurred in the room or responding to their individual inquiries, with unique responses for each person. In the end, she skillfully steered the conversation toward our series, saying, 'If you're eager to discover

- Over 1,000 calls got through per day.

- 69 the series” became the Rank #1 content in Thailand within 2 days after it was launched.