the 7 stars - Case Study
NOEL GALLAGHERS HIGH FLYING BIRDS
-
The Brief
Noel Gallagher’s High Flying Birds was the hotly anticipated first solo album from the former Oasis man released on his own label Sour Mash Records. Our task was to market the Album in a way true to the Noel Gallagher style and deliver a Number 1 record, in a chart dominated by pop acts during music’s busiest quarter.
Solution
A fully integrated cross-media solution. We pushed budget into a UK media first, marketing the album via an online exchange optimising in real time across digital and mobile formats whilst collecting audience data and using that to improve targeting. We supported this activity with a comprehensive Press campaign using premium sites and content specific placements across Music titles and National Press. We ran a radio campaign combining both audio and visual mediums with TV targeted around the Noel promo plot. This was all supported by time specific Mobile ads and targeted regional outdoor, including London Underground DEP’s.
-
-
The Results
Noel Gallagher’s High Flying Birds debuted at Number 1 in the Album Chart delivering 122,529 sales, which was comfortably the third highest week 1 sale of the year.