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  • SUB CATEGORY :
    USE OF SCREENS & DISPLAYS
  • ENTRANT COMPANY :
    GOODSTUPH THAILAND, BANGKOK
  • TITLE :
    UNMASK YOUR IDOL BILLBOARD
  • BRAND :
    NETFLIX BLACK KNIGHT
  • ADVERTISER :
    NETFLIX
  • AGENCY :
    GOODSTUPH THAILAND, BANGKOK
  • CHAIRMAN :
    FAJAR KURNIA/JEREMY CHIA/PATRICIA LAW
  • MANAGING DIRECTOR :
    FAJAR KURNIA/JEREMY CHIA
  • EXECUTIVE CREATIVE DIRECTOR :
    FAJAR KURNIA/JEREMY CHIA
  • CREATIVE DIRECTOR :
    KAHI XU/ERIK GUNAWAN
  • ART DIRECTOR :
    OVITA PATTARI/DANANG PRANANDA
  • COPYWRITER :
    NAZARY DUZKY
  • AGENCY PRODUCER :
    ANNUR AINI
  • DESIGNER :
    LAURENCIA MARCHELLINA
  • VIDEO EDITOR :
    MISTRESS
  • ACCOUNT DIRECTOR :
    REKHA HAMDILLA
  • ACCOUNT EXECUTIVE :
    MICHIKO PUTRI RAHAYU
  • BUSINESS STRATEGY DIRECTOR :
    ANTONIA TAN
  • STRATEGIC PLANNER :
    SARAH NURDANITA
  • MEDIA AGENCY :
    WAVEMAKER, JAKARTA
  • FILM PRODUCTION COMPANY :
    BERKAH, JAKARTA
  • POST-PRODUCTION COMPANY :
    DOUBLE U POST, JAKARTA
  • SOUND PRODUCTION COMPANY :
    STUDIO MIMPI, JAKARTA
  • CAMPAIGN SUMMARY :
    Netflix's "Black Knight" marked the comeback of Korean superstar Kim Woo-bin after a long hiatus. 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.
    To launch Black Knight, we created an interactive billboard that reacted to the real time air quality data: when the AQI is unsafe the star would wear a mask and when the AQI is safe he would unmask. To help fans predict when their idol will unmask, we created a series of air quality forecast videos featuring a real news presenter. We then challenged fans to take a selfie with the maskless Kim Woo-bin to win a prize.
    The results were breathtaking: 42.6M+ impressions and 37M+ reached. Fans shared live updates of the billboard online. Indonesia's leading newspaper and 30+ other publications covered it organically, including startups and NGOs. Appreciations also came from the Ministry of Environment and Kim Woo-bin himself. making the title one of the top 10 most-watched series in Indonesia for 3 consecutive weeks.
  • CREATIVITY/IDEA/INSIGHT :
    Black Knight marked the first major comeback of Kim Woo-bin after years of hiatus, and Indonesian fans were eagerly anticipating the title. Hence, we were tasked to capitalize on his stardom and create promotional materials that heavily feature him.
    We could have simply settled with conventional billboards depicting his face, but we decided to take it up a notch by injecting context. The world of Black Knight and Jakarta share one thing in common: terrible air quality. So we created an interactive billboard that reacted to the real time air quality data: when the AQI is unsafe the star would wear a mask and when the AQI is safe he would unmask.
  • STRATEGY :
    Black Knight is not a typical K-drama that only attracts K-drama enthusiasts, its theme and tone are meant to appeal to a broader audience: sci-fi movie and action movie. Furthermore, the show highlights the pollution issue that is relevant for Jakarta people. So to maximize reach, we capitalized on Kim Woo-bin’s stardom to attract K-fans, and highlighted the pollution theme to appeal to a wider audience.
    For the billboard, we selected the SCBD area in Jakarta. In addition to the high visibility, the area is also famous for its high traffic and terrible pollution, which drives the relevance furthermore. It is also highly accessible, fans could easily walk to the billboard to check the live AQI level or take a picture.
    We also created content for social media to amplify the billboard online. On top of Netflix’s social channels (IG, Twitter, and Tiktok), the content was also released on YouTube to maximize reach.
  • EXECUTION :
    We created an interactive billboard that reacted to the real time air quality data: when the AQI is unsafe (above 100) the billboard would display the star wearing a mask and when the AQI is safe (below 100) it would display the maskless star. This was made possible by installing an air quality monitoring device behind the billboard.
    Inspired by weather forecast videos, we created 3 air quality forecast videos to help fans predict when their idol will unmask. The videos even featured a real news presenter with massive social media following.
    We then held a selfie contest and challenged fans to take a picture with the maskless Kim Woo-bin. The fans with the best submission were rewarded with official merchandise of the show.
  • RESULT :
    We garnered more than 42.6 million impressions and reached over 37 million fans. Fans visited it, talked about it and shared live updates of the billboard online. Air quality monitoring startups and NGOs joined the conversation to drop their appreciation and or help raise awareness about the issue.
    Indonesia’s leading newspaper and over 30 other publications covered it organically. The Ministry of Environment appreciated the campaign for raising awareness about air quality, making the title one of the top 10 most-watched series in Indonesia for 3 consecutive weeks. Last but not least, Kim Woo-bin even noticed the campaign and helped to promote it via his own Instagram account.