Netflix Thailand launched a drama-thriller original series, “Bangkok Breaking”. The story is about a rescue worker and a news reporter who try to find the truth behind the dark side of Bangkok rescue services. The deeper they dig into the story, the more dangerous their lives had become. The goal is to capture new target audience of Netflix in Thailand which are mass audience of Thai drama watchers

Our job was to promote ‘Bangkok Breaking’, Netflix’s original Thai serries and gain as many viewers as possible. We wanted to provoke wide-spread conversation to build momentum for the launch of the series.

Our strategy was to trigger people’s curiosity and provoke them to watch our series. We used human truth. By telling people to not do something, the more they wanted to do it.

We must try to blend our drama into the real life to create relevancy and make the most of Thai people’s perception toward Bangkok city that always hide dark secret behind its vibrant colors.

With media retargeting ads, we can make our threats feel more personal.

When audience watch our trailers, they would be retargeted with variety of VDO clips with the bad guy in Bangkok Breaking threatening them about the trailer they saw and tell them to stay away from watching the series. Each clip was set in a setting that matched each version of the trailer.

This created a buzz of curiosity. Everybody took notice, and conversation spread out virally.

Massive awareness was built overnight. Our strategy paid off with an overwhelming number of people who watched our series in the first month.

52 + M IMPRESSIONS

16+ M REACHED

RANKED#1 Among Thai contents In September