{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"AMBIENT: SMALL SCALE","is_link":false},{"keyword":"ENTRANT COMPANY","content":"JONGLUCKDEE, BANGKOK","is_link":false},{"keyword":"TITLE","content":"THE TAPE TRAILER","is_link":false},{"keyword":"BRAND","content":"NETFLIX","is_link":false},{"keyword":"ADVERTISER","content":"NETFLIX (THAILAND)","is_link":false},{"keyword":"AGENCY","content":"JONGLUCKDEE, BANGKOK","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"PATSA ATTANON","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"KEATNAPIN SOBHINNON","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"ITTHI PATJANTAKOSIT","is_link":false},{"keyword":"ART DIRECTOR","content":"ARUN MASASSOM\/NATCHA BOONCHAVALIT","is_link":false},{"keyword":"COPYWRITER","content":"THANAKORN JAIKLA","is_link":false},{"keyword":"AGENCY PRODUCER","content":"CHAYAPA SRINAWAKUL","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"NATWARA WONGSAWATGUL","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"JONGLUCKDEE, BANGKOK","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"PATSA ATTANON","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"TANTONG FUNYUANG","is_link":false},{"keyword":"FILM PRODUCER","content":"CHAYAPA SRINAWAKUL","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Background\r<br>Thailand is among the world’s most active online shopping markets. Every day, millions of parcels move across the country, making unboxing a daily ritual and a rare moment of attention.\r<br>\r<br>Objective\r<br>Netflix set out to make Mad Unicorn not just watched, but lived — a series based on the true story of a scrappy founder who rose from humble beginnings to build Thailand’s first unicorn. Our goal was to bring that underdog energy into real life through a nationwide experience that built affinity and drove viewership.\r<br>\r<br>Insight\r<br>Every parcel is sealed. Every single one. With tape.\r<br>It’s the most universal touchpoint in e-commerce — seen by everyone, ignored by most. Just like underdog startups at the start: everywhere, yet overlooked.\r<br>\r<br>Idea\r<br>The Tape Trailer: a trailer you don’t watch — you unwrap.\r<br>We transformed ordinary parcel tape into an unmissable storytelling medium, delivering the grit, hustle, and ambition of Mad Unicorn at the most powerful moment of the consumer journey: unboxing.\r<br>\r<br>Strategy & Execution\r<br>We reimagined parcel tape and delivery stickers as part of the show’s narrative world. By partnering with major fulfillment services, leading e-commerce brands, and private delivery points, we turned existing logistics infrastructure into a scalable media network. For businesses, our tape replaced the cost of standard tape. For Netflix, it became high-frequency, high-relevance communication embedded throughout the journey — in transit, at drop-off points, and in consumers’ hands.\r<br>\r<br>Like the series itself, the campaign didn’t rely on big screens or big budgets — it hacked everyday delivery tools to spread a story of resilience.\r<br>\r<br>Results\r<br>Over 990,000 parcels delivered, sparking unboxing UGC, memes, and social posts. The campaign generated 22.5M views, 1.3M engagements, and 69M impressions, helping Mad Unicorn rise to become Thailand’s #1 series through the sticky impact of The Tape Trailer.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Thailand is one of the world’s most active online shopping markets, with millions of parcels delivered every day. Yet one of the most visible parts of every delivery is also the most ignored: the tape.\r<br>\r<br>Our key insight was simple: every parcel is sealed — every single one — with tape. It’s the one touchpoint that travels everywhere, passes through countless hands, and is seen at the exact moment people are most engaged: when they unbox what they’ve been waiting for.\r<br>\r<br>That inspired The Tape Trailer — turning ordinary parcel tape into a new kind of media. Instead of promoting Mad Unicorn only on screens, we brought the series into real life by transforming sealing tape into a moving “trailer” that delivered story, attitude, and world-building directly onto parcels across Thailand.\r<br>\r<br>By partnering with fulfillment services and e-commerce brands, our custom tape replaced standard tape at no extra cost to businesses, creating a nationwide distribution network powered by everyday deliveries.\r<br>\r<br>The result: a trailer that couldn’t be skipped, reaching people through a daily habit — and turning 990,000 parcels into 990,000 direct experiences of Mad Unicorn.","is_link":false},{"keyword":"STRATEGY","content":"Target Consumer\r<br>Thailand’s frequent online shoppers — Gen Z to young working adults who receive parcels weekly, live on social feeds, and enjoy sharing unboxings, memes, and reactions.\r<br>\r<br>Current Brand Relationship\r<br>Netflix is widely known, but new local titles fight hard for attention. To convert awareness into viewing, Mad Unicorn needed to feel culturally close, personal, and unmissable.\r<br>\r<br>Strategy\r<br>We inserted the campaign into the most repeated consumer journey in Thailand today: delivery. Instead of relying on traditional screens, we turned parcel tape into The Tape Trailer, making the series show up in real life through a touchpoint everyone encounters — sealing tape.\r<br>\r<br>Optimised Consumer Journey & Touchpoints\r<br>From fulfillment hubs to riders, condo drop-offs, office mailrooms, and pickup points, every stage of the parcel journey became media. Tape and warning stickers carried bold story cues inspired by the series, building curiosity before the parcel even reached its owner. The message landed at peak attention — the unboxing moment — prompting discovery, conversation, and sharing.\r<br>\r<br>Commercial Success\r<br>By transforming everyday deliveries into repeated, high-relevance brand exposures, the campaign generated UGC and social buzz, strengthened affinity, and helped propel Mad Unicorn to become Thailand’s #1 series.","is_link":false},{"keyword":"EXECUTION","content":"To launch Mad Unicorn, we turned Thailand’s delivery system into our media channel.\r<br>\r<br>Phase 1: Secure Scale\r<br>We partnered with major fulfillment services, e-commerce brands, and private delivery points to replace standard packing tape with The Tape Trailer, embedding the campaign into daily shipping operations.\r<br>\r<br>Phase 2: Create the Parcel Experience\r<br>We designed branded tape and warning stickers inspired by the series’ narrative world. Each element delivered short, bold story cues — turning ordinary parcels into physical teasers that reflected the show’s underdog startup spirit.\r<br>\r<br>Phase 3: Nationwide Rollout\r<br>The campaign launched through real parcels in motion, traveling from warehouses to riders, then into condo lobbies, office mailrooms, and pickup counters. Consumers encountered the message repeatedly across the delivery journey, building anticipation before unboxing.\r<br>\r<br>Phase 4: Unboxing as the Key Moment\r<br>At unboxing, the tape became the “trailer” — creating surprise, sparking curiosity, and triggering shares. This drove organic unboxing videos, memes, and social posts, extending reach beyond the parcel itself.\r<br>\r<br>By sequencing partnerships, design, and nationwide distribution, we delivered Mad Unicorn into everyday life — one parcel at a time.","is_link":false},{"keyword":"RESULT","content":"The Tape Trailer achieved Netflix’s objective of making Mad Unicorn not just watched, but lived — by turning Thailand’s everyday parcel journey into a real-world brand experience.\r<br>\r<br>Instead of competing for attention on crowded screens, we met our target consumers where they already engage daily: deliveries and unboxing. Each parcel became a physical brand impression across the journey — from fulfillment hubs and riders to condo lobbies, office mailrooms, and pickup points — building curiosity before consumers even opened Netflix.\r<br>\r<br>The activation delivered over 990,000 parcels nationwide, transforming an overlooked touchpoint into a repeated, high-relevance exposure. It also drove clear behavioural response, sparking organic participation through unboxing videos, memes, and social posts that amplified reach beyond the original media placement.\r<br>\r<br>As a result, the campaign generated 22.5M views, 1.3M engagements, and 69M impressions, demonstrating strong awareness and social engagement among Thai online shoppers. Most importantly, this physical-to-digital consumer journey helped propel Mad Unicorn to become Thailand’s #1 series, proving that experience-led activation can build brand affinity and drive commercial success at scale.","is_link":false}],"files2":[{"name":"DM10_005.mp4","type":"mp4"},{"name":"DM10_005_DI01L.jpg","type":"jpg"}],"count":2}