Netflix's "Black Knight" marked the comeback of Korean superstar Kim Woo-bin after a long hiatus. The actor has a massive fan-base in Indonesia, and anticipation for the title was high.

In the show, humans must put on a mask outdoors due to the unbreathable air condition, and the survival of humanity depends on the Black Knights who deliver oxygen. For Jakartans, the show hits eerily close to home as it's one of the most polluted cities in the world.

We were tasked to capitalize on his stardom and create promotional materials that heavily feature him.

The objective was to intrigue our primary target audience, Kim Woo-bin fans and K-drama fans, to watch the show.

The data journey was fairly straightforward and short. An air quality monitoring device was installed beneath the billboard; the real-time data was then processed through a program that would generate a relevant visual that would show in the billboard. This whole process took only a split second.

If the AQI dropped below 100 (safe to breathe), the unmasked version was shown. On the contrary, if it exceeded 100 (unsafe), the masked version appeared, hiding Kim Woo-bin's handsome face.

We could have settled with an ordinary billboard showing Kim Woo-bin’s face prominently. But using the AQI data, we managed to inject context to the visuals and made the billboard even more relevant.

The "Unmask Your Idol Billboard" achieved its dynamic display through an air quality sensor beneath it. This sensor captured real-time air quality data, and the billboard would visualize the data accordingly.

When the Air Quality Index (AQI) fell below 100 (safe), the billboard depicted the unmasked Kim Woo-bin. Conversely, if the AQI exceeded 100 (unsafe), it depicted the masked version, concealing his handsome face.

This interactive feature aimed to engage both the general audience concerned about their city's air quality and devoted Kim Woo-bin fans eager to catch a glimpse of their idol's face.

"Unmask Your Idol Billboard" was aired at Menara Sudirman, Jakarta, for 2 weeks, starting from May 4th to May 18th, 2023.

To amplify the billboard online, we spoofed a weather forecast video and created an air quality forecast video featuring a real newscaster: Dazen Vrilla. It was posted on all of Netflix Indonesia’s social media (Instagram, X [Formerly Twitter], and Youtube) a week before the show premiered.

The news quickly spread across various online media outlets, resulting in more than 30 news publications and KOLs organically covering the billboard.

We then sustained the excitement with 2 more air quality forecast videos and a selfie contest, encouraging fans to visit the billboard and take a photo with the unmasked Kim Woo-bin.

We garnered more than 42.6M impressions and 37M reached. Fans talked about it, paid a visit, and shared live updates of the billboard online. Indonesia's leading newspaper and 30+ other publications covered it organically, including startups and NGOs. Appreciation also came from the Ministry of Forestry and Environment and Kim Woo-bin himself through his personal Instagram account.

Overall, the campaign's positive response helped make the title one of the top 10 most-watched series in Indonesia for three consecutive weeks.