Netflix is taking a delightfully cozy approach to promoting its new not-so-cozy crime film The Thursday Murder Club.
Postbox Toppers Meet Cozy Crime Drama
To reach fans of the beloved book series, Netflix collaborated with local knitters to create handcrafted postbox toppers across the UK. Each one features characters and motifs from the film, blending British tradition with pop culture charm.
As with the best OOH campaigns, the medium is the message—this one whispers charm instead of shouting for attention.
A Campaign That Blooms With Character
The campaign kicked off at RHS Wisley, where actress Celia Imrie and director Chris Columbus unveiled the first installation. The event blended garden culture with entertainment, creating a feel-good moment that reflected the tone of the film.
It’s a reminder that the best campaigns aren’t just seen—they’re experienced.
Speaking to a Specific and Loyal Audience
This campaign doesn’t try to reach everyone—it aims straight for readers, older viewers, and lovers of British storytelling. By using cozy, tangible tactics like knitting and gardens, it shows deep respect for its audience.
This is how contextual outdoor advertising should work—tailored, grounded, and emotionally intelligent
When COOH Becomes Craft Out-of-Home
This campaign by Meanwhile is a perfect example of COOH (Craft Out-of-Home)—a growing trend where handmade, tactile elements enhance outdoor visibility.
In a digital world, analog charm stands out. Netflix reminds us that sometimes, the softest campaigns leave the strongest impressions.
Murder Has Never Felt So Wholesome
With teacups, petals, and a little mystery, The Thursday Murder Club campaign is a masterclass in tone-perfect marketing. It’s proof that out-of-home media can be immersive, local, and delightfully human.
Netflix didn’t just promote a film—they built a cozy world in public view.
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