{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF PRINT & CONVENTIONAL OUTDOOR","is_link":false},{"keyword":"ENTRANT COMPANY","content":"VML GROUP THAILAND, BANGKOK","is_link":false},{"keyword":"TITLE","content":"DALAH'S SPOILER BILLBOARD","is_link":false},{"keyword":"BRAND","content":"NETFLIX","is_link":false},{"keyword":"ADVERTISER","content":"NETFLIX THAILAND","is_link":false},{"keyword":"AGENCY","content":"VML THAILAND, BANGKOK","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"PARATTAJARIYA JALAYANATEJA","is_link":false},{"keyword":"GLOBAL CHIEF CREATIVE OFFICER","content":"DEBBI VANDEVEN","is_link":false},{"keyword":"DEPUTY GLOBAL CHIEF CREATIVE OFFICER","content":"RAFAEL PITANGUY","is_link":false},{"keyword":"APAC CHIEF CREATIVE OFFICER","content":"PAUL NAGY","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"PARK WANNASIRI","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"NATKANATE RUENGRUJMETHAKUL","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"STEFANIA KIJJAROENTORN\/WARANGRAT RATTANABUMRUNG","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"RUJRADA RIENVATANA","is_link":false},{"keyword":"ART DIRECTOR","content":"NUTKRITTA LERTPITIWATANA","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"JIROJ MECHOOJIT\/WASCHARIN PONGSIRIVILAS","is_link":false},{"keyword":"AGENCY PRODUCER","content":"CHAYANIST ROBARD","is_link":false},{"keyword":"PROJECT MANAGER","content":"NUTTHAPHOL THANI","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"SIRINA SHINKHEM","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"LALLALITA KUMKHUNTEE","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"PHATTRAKORN PHATTHANACHAN","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"SAKILA BANYAN","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"SIRADA SRITEERAROJ","is_link":false},{"keyword":"MEDIA AGENCY","content":"H+, BANGKOK","is_link":false},{"keyword":"PR AGENCY","content":"THE SECRET FARM, BANGKOK","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"LET'S GET NUTS CO., LTD., BANGKOK","is_link":false},{"keyword":"DIRECTOR","content":"PIBOONWAT PREMSRIPECH","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"PIBOONWAT PREMSRIPECH","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"PIBOONWAT PREMSRIPECH","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"INBLOOM, BANGKOK","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In Thailand, Netflix research showed spoilers for mystery series spread within 7–10 days—a major threat to enjoyment and to launch performance. In a crowded streaming market, the challenge was to build immediate awareness and drive viewing before the spoiler window closed. To launch Dalah: Death and the Flowers—a story of a floral designer with a dark secret—Netflix embraced the behaviour. Dalah’s Spoiler Billboard was a living installation in central Bangkok, crafted from fresh flowers that withered to reveal the killer’s face: a real-time spoiler in public. Streamed live and amplified by in-character posts from “Dalah,” it turned fear of spoilers into a countdown to watch now. Effectiveness: the campaign drove nationwide conversation (12.6M impressions, 3.3M reach, 296K conversations, est. $157K PR value) and propelled the series to #1 on Netflix Thailand, meeting the objectives of urgent viewership and high earned reach within the first week.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Dalah’s Spoiler Billboard turned the unavoidable spoiler into the idea itself. A living floral billboard in central Bangkok—crafted as Dalah would design—carried one warning: “Watch before this billboard spoils it for you.” Over days, blooms were selected to decay and shift colour, revealing the killer’s face. The ad became a real-time spoiler—public, participatory, impossible to ignore.\r<br>It crossed boundaries by transforming OOH into evolving content, live-streamed and amplified through in-character social posts; the medium became the message and the plot device. The surprise was a platform daring to spoil its own ending, while the slow, daily reveal sustained attention and conversation.\r<br>The work transcended the original challenge by turning spoiler anxiety into a countdown that compelled immediate viewing. Its breakthrough thinking fused narrative mechanics with a time-based physical canvas—blending advertising, entertainment, PR, and social into a single, culturally resonant experience.\r<br>","is_link":false},{"keyword":"STRATEGY","content":"The strategy was built on consumer behaviour and data: in Thailand, whodunnits are among the most‑watched genres, and Netflix research showed a 7–10 day spoiler window before social feeds flood with plot reveals. Rather than fight this, we embraced it—turning spoiler anxiety into a real‑world countdown that compelled immediate viewing.\r<br>We placed a living floral billboard in central Bangkok to maximise visibility and social capture, then extended it nationwide via livestreams and in‑character posts from “Dalah.” Creativity solved the business challenge by making the spoiler the hook: flowers were selected to decay and shift colour so the killer’s face emerged over days, mirroring the series’ theme of beauty unraveling into truth.\r<br>This approach was highly relevant to Thai whodunnit fans—binge‑prone, social‑first, and theory‑driven—and it genuinely solved a real problem: converting the inevitability of spoilers into urgency, FOMO, and mass participation before the reveal.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"We executed Dalah’s Spoiler Billboard in central Bangkok — a floral portrait engineered to reveal the killer’s face over 7–10 days. The team mapped the face, selected species for decay pace and colour shift, and layered placement so features surfaced progressively. To ensure success, the flagship billboard was paired with a livestream and daily time‑lapses across social, plus in‑character warnings from “Dalah.” The high‑footfall location maximised on‑site attention; digital channels extended reach to Thailand’s social‑first audience. Scale was focused and efficient: one installation amplified nationwide to drive urgency within the spoiler window. We adapted in real time with daily maintenance — shading, watering, and selective replacements — to keep the reveal on cadence despite weather. The evolving spectacle held attention on‑site and online, turning anticipation into immediate viewing before the final reveal.\r<br>","is_link":false},{"keyword":"RESULT","content":"To avoid spoilers, people rushed to finish the series before the blooms revealed the killer's face—making Dalah: Death and the Flowers Thailand’s #1 Netflix show overnight and holding the top spot for a week. The campaign achieved 3.3M reach, 296K conversations, 12.6M impressions, and 5.5M PR value. Beyond the numbers, Netflix created a sense of urgency, shifted attitudes toward spoilers, and leveraged the fear of being spoiled to drive audiences to watch immediately—turning one big spoiler into Netflix Thailand’s most successful series launch ever.","is_link":false}],"files2":[{"name":"BE14_005.mp4","type":"mp4"},{"name":"BE14_005_DI01L.jpg","type":"jpg"}],"count":2}