The Drum Awards Festival - Official Deadline

-d -h -min -sec

Author

By Amy Houston, Senior Reporter

April 17, 2023 | 2 min read

Money was no good in the boutique; in order to receive a gift, participants had to divulge a secret.

To promote its new show, Netflix opened up an erotic boutique in the heart of London to give people a taste of what the series has in store. Based on Josephine Hart’s 1991 novel, Obsession stars Richard Armitage, Charlie Murphy, Indira Varma and Rish Shah, hitting TV screens last week.

The four-part series is based on a respected London surgeon’s affair with his son’s fiancée Anna and its subsequent impact on all of their lives.

Over the weekend, visitors to the Soho store were greeted by different actors playing the part of Anna as they made their way through the experience. There’s a photo booth where people were encouraged to give their best ‘bedroom eyes’ and also recitals from Anna’s diary.

Money is no object in the boutique, the only way to obtain gifts is to share a secret when you first arrive at the store.

Located on Bateman Street, the concept was created by BBH London.

It’s not the first time the streaming platform has used experiential marketing to pedal one of its shows. Last year, it promoted fictional Stranger Things brands in an extravagant scavenger hunt stunt.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Ad of the Day

More from Creative

View all