Good Boys Go To Heaven: Collective Detective
10. Media Kancils [10.7 Best use of social platforms]
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Links:
Product/Service:
Astro Originals
Client:
Astro Malaysia
Brief:
Astro was launching Good Boys Go To Heaven, a child-murder mystery and psychological thriller, in a crowded entertainment landscape. To stand out, we tapped into Malaysians’ collective memory of real-life tragedies and their thirst for justice, giving them a reason to do more than just watch.
Solution:
The Collective Detective Effect
We blurred the lines between fiction and reality through a series of orchestrated events, from distress calls on radio to fabricated police reports. By leaving a breadcrumb trail of clues, we turned passive viewers into active detectives, fuelling fan theories and a collective hunt for the truth.
