WeTV and Audacity Bangkok stage in-ring stunt to promote new Muay Thai drama

In a bold promotional stunt in Thailand, WeTV and creative agency Audacity Bangkok blurred the lines between fiction and reality with a live activation set in the nation’s most iconic boxing venue.

To promote Knock Out — a WeTV Original Boy-Love series set in the gritty, corrupt underworld of Muay Thai — the team staged a shocking choreographed fight inside Lumpinee Stadium, right in the middle of a real boxing event.

“WeTV wanted to expand the show’s reach beyond drama fans and tap into the sports audience,” said Jon Chalermwong, Co-founder & Chief Creative at Audacity Bangkok. “So we thought — why not bring the drama directly into their world, live in the ring?”

And that’s exactly what they did. Between the second and third fights of the night, the crowd witnessed what appeared to be a real altercation: a boxing promoter and a fighter were suddenly attacked in the ring by a mob of 20 men. Panic set in. Screams echoed. The stadium went silent.

Then — the lights cut out.

And the big screen came alive with the trailer for “Knock Out.” The crowd erupted. The fear turned into applause. It wasn’t real violence — it was real marketing.

The stunt instantly went viral, earning national news coverage and social media buzz.

On the day of its release, “Knock Out” shot to #1 on WeTV Hot — and sold out its movie premiere in just 2 minutes.

Credits
Client: WeTV, Thailand
Agency: audacity, bangkok
General Manager: Witsawut Nuchpoom
Chief Creative: Jon Chalermwong
Creative Director: Pisut Nirodsil
Art Director: Pisut Nirodsil, Phuwadol Puthongkham
Editor: Phuwadol Puthongkham
Copywriter: Bhuvadol Thykahm, Monlisa Sirikhantanon
Account Director: Jitlada Detchuchai
Account Executive: Narongpong Buranathananukit