Case study — Blur / The Times

Challenge

To further establish the newspaper's music association and drive trial for non-Times readers.

 

Insight

Choosing the right artist is essential in order to guarantee that the promotion is a success. Timing plays an equally important role, as building a promotion around a global event enables added interest and the utilisation of the existing media and PR campaign around that event.

 

Solution

We secured the exclusive rights to Blur’s live recordings from their massive comeback tour -  including highlights from their infamous Glastonbury set from which we created a bespoke 10 track CD which was included as a free giveaway with The Sunday Times. Then for each of the following 5 days the readers of The Times were able to download one free live Blur track every day from iTunes.

To amplify this promotion, we undertook a multi-channel advertising and PR campaign including TV ads, Radio, Editorial and an online-only competition to win a limited edition Blur poster.

 

Results

19% circulation increase on the day of the CD release with a further average increase of 5% for each day the Newspaper featured the free download.

Shortly following the promotion an independent online poll was held of 1000 people, with the question ‘Which National Newspaper do you best associate with music’. The Times came top of the poll with 71% of the votes.

 

Blur

The Times

We secured exclusive music rights to one of the UK’s legendary bands for an on pack and digital music promotion for The Times.