Netflix Arthdal Chronicles APAC Launch Campaign
Netflix bought South Korean television series Arthdal Chronicles which premiered in Thailand in May 2019, followed by an international release. The series directed by Kim Won-seok, includes top notch stars Jang Dong-gun and Song Joong-ki.
The drama revolves around the power struggles, love and growth of the ancient, mythical city of Arthdal with many characters, plot lines and sub plots. It's a fantasy story that is being billed as the Korean 'Game of Thrones'.
For the launch premiere, Netflix wanted to create awareness and talkability of the show to this audience as well as increase uptake of subscriptions within the APAC region. To do this they wanted to launch an integrated marketing campaign targeting this market.
Netflix wanted a campaign that was visually arresting, would create talkability and increase the social conversation for the duration of the series dropping on the platform.
VMLY&R Sydney was tasked to ideate on how we could promote the show help achieve these aims.
We needed to position Arthdal Chronicles as the most epic drama series in Asian entertainment history and to get consumers to feel the urgency to talk about the show via social.
We created a huge graphic street mural highlighting the key actors and themes of power and love, and placed this in a high profile, high traffic area in Bangkok. This mural was highly 'instagrammable' and created social awareness. Additionally, we created graphics for billboards, wild postings and other print media.
As the imagery from the show was so arresting and captivating we also created a series of Digital Out of Home Ads and Social ads including social polls that would keep the conversation going. These placements highlighted the contrasts between the lead characters and principal themes of power and love.
My role as Lead Producer involved working with creative and strategy teams to ideate on initial creative concepts, checking feasibility and financial implications, vendor, venue and location outreach, sourcing & working with local translators for copy & creative adaptations, creating & managing project budgets, timelines & milestones, managing client communications and being the day to day client contact for duration of project, working with motion designers, print designers, editors, social leads, media agency contacts and other global stakeholders for project lifecycle.
Agency: VMLY&R, Sydney