the 7 stars - Case Study
Debut Album
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The Brief
Ed Sheeran, the singer-songwriter and many people’s breakthrough music act of 2011, released his debut album ‘+’ on Atlantic Records in September. We were tasked with re-marketing the album in the run up to Christmas, our target to chart in the Christmas Top 10.
Solution
A complete cross-media solution. TV was planned on a spot-by-spot basis to drive incremental sales with key Sunday spots on TV and Radio used to give Ed a push in the front end of the week and to combat X-Factor performance artists who were threatening the Christmas top 10. We supported the TV strategy with bursts of You Tube activity keeping consistent build between spots. We played the outdoor market by monitoring supply & demand to maximise our budget, running a national campaign of 48 sheets up-weighted in London throughout December. We also used London Underground formats to drive frequency and premium Mega-6’s, the Euston Underpass & Western digital site to create impact.
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The Results
A high visibility, high impact campaign – painting the town orange! Ed Sheeran made the Christmas top 10 and returned to the top of the charts the week after as Number One album on 1st January 2012 with over 750,000 lifetime sales.