WORK

Ghoul

Netflix and Thrill

Bringing jump scare horrors, demons and straight up murder - no one can escape the power of the Ghoul. Not even on social. Tommy leaned into this chilling theme when developing a multi-channel digital campaign for this terrifying mini series on Netflix India.

Our aim for pre-launch was to hero the story’s sinister symbol as a way to extend the narrative of a military cover up. The asset played a significant part in our website and digital out-of-home hijack that hinted at this dark secret. Readers of The Indian Express, The Times of India and passers by of our out-of-home installation were interrupted with a disturbing Ghoul takeover, teasing the unsettling nature of the show and it’s launch date.

Alongside this, the integrated campaign also included social planebreakers, online ads and even a perfume to really push Ghoul as a strong addition to Netflix’s Indian Originals catalogue. A faux promotional video sold the fragrance as essence of blood, terrifying tones and rotting flesh - death was definitely in the air with this ‘exclusive’ scent. Who fancies a spritz?

The question

How do we get horror fans excited about a new Netflix series?

The answer

Through disruptive, intriguing social content that piques interest and drives views

Tommy’s faux fragrance kick-started the horror narrative and mirrored gory smells of the Ghoul military base

Social takeovers and plane breakers interrupted fans’ social feeds in an innovative and unnerving way

Do you dare read on?

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