ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
User-Generated Content
Annual ID
OA22_BE007M
Description
Background
The rise of short-form video has revolutionized binge-watching into binge-scrolling on platforms such as Youtube Shorts, Instagram Reels, and especially TikTok with interactive features. The challenge was how do we grab the attention of users with short attention spans and win them back to a long-form video streaming platform like Netflix?
Strategy
TikTok, the strategy to gain users back to Netflix is to hijack their platform and speak their language. TikTokers are already keen to co-create contents with celebrities, so giving them a chance to create action scenes with one of Hollywood biggest stars fits very well. Once they see how action-packed the film is from the short clips, they are eager to watch the whole film on Netflix.
Creative
To promote the Netflix original blockbuster, The Gray Man, we turned the best action scenes from the two-hour film into short-form videos, and released them on TikTok to create an experience they can relate to. Since TikTokers are used to create user generated contents with viral videos with celebrities and influencers, in this campaign, they are invited to create “User Generated Action Scenes”.
Execution
Create your own action scene with a Hollywood superstar, Ryan Gosling. Get punched, kicked, or fight back. If you can’t win, fight with new weapons, use broomsticks, chairs, umbrellas, rock paper scissors, or anything. Maybe stay out of the fight and just commentate or just simply ask for help. Once they experienced the action and become part of the film, they were eager to watch the whole film on Netflix. We also made a compilation video to invite users outside TikTok to watch the film on Netflix.
Results
The campaign gained more than 400 million views on TikTok, 5 times the population of Thailand. For once, TikTokers leave TikTok to watch the film on Netflix regaining users back to the platform. The Gray Man immediately became number 1 film on Netflix in Thailand.
2022 Awards
Total Points: 2
Merit Award
Credits
Agency
BBDO Bangkok / Bangkok
Music / Sound Production Company
SOS Sound of Studio / Bangkok
Post Production Company
Hybrid Post / Bangkok
Art Director
Narakorn Puechngen
Copywriter
Greepol Boonsrangsom
Chief Creative Officer
Thasorn Boonyanate
Creative Director
Rook Floro
Editor
Sarawut Kaweethammawong
Account Executive
Pornchanok Wuttitanakorn
Agency Producer
Toungrak Jiravatanarungsri
After Effects
Thongwut Phomkaew
Group Account Director
Mira Komolwanich
Group Business Director
Taksina Vasaruchapong
Post Producer
Twatchai Jaisue
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