Netflix wanted to promote "School Tales the Series," which is about spooky tales in schools. Our job is to make our series stand out from the many other ghost series in Thailand. And being stand out is not just to be seen but to be talked about.

The idea is inspired by the famous school ghost stories being told and passed on over the decades. We visualize the stories in OOH media so that people can remind of them again without explanation. The installation was crafted in actual human size and placed around the schools where the stories emerged. We also use the hawker cart sign in front of many more schools to promote the series to a broader audience.

Every school in Thailand has its own haunting stories. The stories are told in schools from generation to generation. More than stories, they are a memory of all of us in school age that everyone has shared experiences and can be linked. So, in promoting the series about school ghosts, we used a strategy to bring back everyone's haunting memories. Providing everyone with a familiar experience becomes a promotional medium by turning ghosts into media at the school where the ghost story was told.

From the beginning, we have studied and selected real ghost stories from different schools to be made into installations of human size. Combining techniques, including creating mockups, using engine mechanisms, and using light and sound to create a piece of work that best tells the legend of that ghost.

By placing the workpiece, we have chosen a location closest to the school in that story to create a sense of empathy.

More than the significant schools with impact installation, we also have snack cart media to promote the series in front of the school. Using various versions according to each story of a real ghost in the school where the shopping cart is. Making it more accessible to all schools where usual media cannot reach

We use KOLs who are alumni of that school to help promote the whole campaign on social media.

Real school ghosts' stunning OOH could impact media to more than 20 million impressions via Facebook, Twitter, and TikTok by becoming content for influencers and real audiences to talk about and achieve 1.5 million engagements. The social media result helped the business accelerate 'School Tale series' to be ranked #1 Among Netflix content in August, three days after the launch.