Netflix Thailand together with CJ Worx Bangkok, turned local lottery covers into movie posters to promote the movie “The Lost Lotteries.”
To promote its new original movie “The Lost Lotteries,” which storyline is solely about finding the lost 1st prize lottery tickets to the Thai audience, Netflix Thailand and CJ Worx, turned every lottery ticket vendor into movie advertisement with just small colorful pieces of papers.
Colorful lottery set covers were turned into “The Lotto Movie Poster”. Besides the imitation of the regular lottery cover, with intricate Thai patterns to spiritual elements believed to bring good luck, the movie logo and the message, “Keep your lottery save. Don’t let it get lost” were added in, turning small pieces of papers that get distributed all over Thailand into a small piece of ad to promote the movie.
Once the “The Lotto Movie Poster” was distributed to every lottery ticket vendor across Thailand, it became a buzz among the target audience. People were looking to collect every color and every design of the “The Lotto Movie Poster” and posted on social media to find the rare designs. The campaign was able to gain a broader audience, gaining a higher number of subscribers for Netflix and the movie was placed most watched within a day of its release.