Covermount

Case studies

One Direction / Personalised Albums

Challenge

To further establish the Daily Mail’s music association, whilst driving sales and circulation, and to promote One Direction’s new Album ‘Take Me Home’.

 

Solution

We created a partnership with ‘The Mail on Sunday’ and provided the consumer with two fantastic opportunities to purchase exclusive merchandise, focused around the release of the new album. This offer ran in conjunction with an editorial piece in ‘You’ Magazine over the same weekend.

Securing the rights to use One Direction imagery as well as official and exact copies of their handwriting, this allowed us to create a unique product personalised to each fan and not available anywhere else. Fans were able to purchase a personalised edition of the new album complete with the recipient’s name and short message written in your chosen band member’s handwriting as well as all 5 of the band’s autographs.

In addition to the album, fans were able to purchase the official One Direction 2013 wall planner, complete with the boy’s autographs and photos.

Customers were able to purchase these items online.

 

Results

Ongoing.

 

Prince / The Mirror

Challenge

To substantially increase the circulation of The Mirror, drive brand loyalty and attract trial readers.

 

Insight

Having brokered the landmark music promotion of 2007 we knew that the same model could work again and create the same unprecedented results. Global artists are no longer reliant on releasing their records through major labels. Newspaper groups provide a new distribution channel and deliver to a large and engaged audience.    

 

Solution

Prince put his new album out through The Mirror.

 

Results

The Music Event of 2010, the brand new CD 20Ten was not available anywhere else (online or at retail). 
A week long multi-platform campaign comprising exclusive interviews with Prince, features, pullouts and competitions in-paper as well an extensive 2 week long advertising campaign on TV, Radio and online.

Sales of the paper went up 32%, the third biggest newspaper sale in the paper's 100 plus year history.

 

OK Magazine / Royal Wedding

Challenge

To amplify OK Magazine’s blanket editorial coverage of the Royal Wedding.

 

Insight

The public love the keep and collect souvenirs from Royal Weddings. Historically it has been cups, plates etc. However as this was 2011 we needed our souvenir to reflect modern tastes; clearly it had to be some kind of exclusive content.

 

Solution

We created a bespoke documentary/newsreel about the Royal Wedding which we manufactured on DVD and distributed for free on-magazine over 2 weeks.

 

Results

The DVD promotion ran for two consecutive weeks and led to OK! Magazine’s two highest selling editions with an increase of 72% and 59% respectively.

 

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.