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Arthdal Chronicles DOOH

Arthdal Chronicles DOOH

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Netflix Arthdal Chronicles 360 Integrated Campaign

Netflix bought South Korean television series, Arthdal Chronicles, which premiered in Thailand in May 2019, followed by an international release. It's a fantasy story that was billed as the Korean 'Game of Thrones'.

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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. They wanted to launch an integrated marketing campaign that was visually arresting and would increase the social conversation for the duration of the series dropping onto the platform.

 

VMLY&R Sydney was tasked to ideate on how we could promote the show help achieve these aims.

 

The goal was 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.

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We created a graphic mural, signage & street art highlighting the key actors and the themes of power and love, and placed these in high profile, high traffic area in Bangkok. This mural was highly 'instagrammable' and created social awareness. Additionally, the graphics used for billboards, wild postings and other print media also elevated the social conversation.  We also created a series of Out of Home Ads, Digital Out of Home Ads and Social ads including social polls that would keep the chatter going as well as a series of digital banners. These placements highlighted the themes of power and love.

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My role as Producer involved working with creative and strategy teams to ideate on creative concepts, checking project and concept feasibility and financial implications, vendor, venue & location outreach, sourcing & working with local translators for copy & creative adaptations, managing project budgets, timelines & milestones, client communications for duration of project, working with motion designers, printers, developers, animators, editors, social leads, media agency and other global stakeholders for the project lifecycle.

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Agency: VMLY&R, Sydney

Client: Netflix

 

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