Ong Bak was billed as the greatest martial arts movie to come to the screen in over 30 years, complete with an amazingly talented lead: Tony Jaa. We decided that the campaign should focus on marketing Tony Jaa as the “new superstar of Asian action cinema” and highlight the great stunts.
It was essential that the online campaigns complemented and reflected the offline activities and ensured the look and feel was consistent across the board. The microsite was the main focus point for all online activity. A variety of techniques were used to drive traffic to the site including Ong Bak: Fight Club, a competition based viral game, Eyeblaster rich-media ads, and a carefully targeted email campaign – the first of which was a video email. The site was also revamped for the DVD release.
| 
