Netflix Thailand wanted to launch its new original movie “The Lost Lotteries” which is about a group of strangers who lost their winning lotto tickets and must do whatever it takes to reclaim them back. Since the lottery is seen as a national agenda among Thais and there are more than 30 million people who buy lotto tickets per drawing round, how do we get these 30 million people, who are our main target audience, to watch our movie?

“The Lotto Movie Poster” - We utilized a little piece of paper usually used as the lottery cover, turned it into a movie poster, and attached it to every lotto ticket in the market to promote the movie, creating the smallest piece of ads that got distributed nationwide. We included the message “Keep it safe. Don’t lose it” so lotto buyers will keep our ads with them until the drawing date, which is also the day the movie was released. The posters had different colors and designs making themselves become collectible items.

To guarantee that we can reach all 30 million lotto buyers who are our main target group, we utilized a lottery cover which is a little piece of paper already familiar to every lotto buyer, and turned it into an unexpected media space that every lotto buyer would see. These little pieces of ads gave us the advantage of nationwide distribution with very inexpensive production cost per piece. Our ads were able to reach every corner of Thailand, wherever the lotto ticket sellers would go, which was a fresh strategy used for the very first time.

“The Lotto Movie Posters” was designed to imitate lottery covers that are widely used among lotto sellers. At a glance, lotto buyers will notice right away that these are no ordinary lottery covers but are movie posters. Various designs and colors make these posters collectible among lotto buyers and being attached to the real lotto tickets required every lotto buyer to keep our piece of ads with them until the next lotto drawing date, which was also the day the movie was released, reminding them once again, to watch the movie.

Utilizing the small piece of paper that is usually attached to every lotto ticket as our media allowed our ads to reach every lotto ticket buyer. Lotto tickets with “The Lotto Movie Posters” were sold out within the first day of the launch, gaining 94 million impressions and reaching 33 million lotto buyers who were our core target audience. Number of Netflix subscribers rose to 67% after the launch of the campaign and “The Lost Lotteries” became NO.1 most watched movie in Thailand within a day of its release.