CAMPAIGNS: Epic release of SFA's DVD tops charts - DVD Launch

Client: Epic Records

PR Team: Midnight in London

Campaign: DVD launch of Super Furry Animals album Rings Around The World

Timescale: June - August

Budget: £12,000



Welsh band Super Furry Animals and Epic Records made history on 23 July

with the first-ever simultaneous album and DVD release, Rings Around The

World.



The DVD featured five extra tracks, exclusive material and links to a

hidden microsite.



Midnight, which works mainly with B2C firms in the lifestyle and

entertainment sectors, was hired on a project basis.



Objectives



To reach the broadest possible consumer audience via coverage in

lifestyle, DVD and design press, to complement a music press

campaign.



Strategy and Plan



The strategy presented SFA's DVD as a unique compilation of short

films.



The DVD was positioned as an additional product to the album, so as not

to impact on album sales and position in the charts (which do not

recognise DVD sales as a music format).



Information was compiled on the 18 directors whose work featured in the

DVD. This enabled Midnight to target specific publications with

appropriate feature angles as opposed to just generating DVD

reviews.



Throughout the project Midnight worked closely with the directors, who,

in addition to the band, were used for media interviews. This tactic

proved a winning formula, an example being a feature run by the Evening

Standard travel section on single Shoot Doris Day, for which the video

was filmed in India.



A spokesperson from Epic was enlisted to comment on the emergence of DVD

in the music industry, which enabled Midnight to position Epic as

'pioneers' in this medium.



Measurement and Evaluation



More than £200,000-worth of independently evaluated coverage has

been achieved to date, with many features in long-lead magazines yet to

be published.



In terms of sales, more than 50 per cent of the initial shipment was

sold within the first week, and by 8 August, Epic was gearing up for a

second run of the DVD.



Rings Around The World charted at number one in the music video and DVD

chart.



Results



Coverage was secured in a range of print media, establishing Epic as a

trailblazer of the DVD format.



Features secured by Midnight included the Financial Times (Creative

Business), Independent (Network), Guardian (Online and Friday Review),

DVD Review, design and culture magazine Blueprint, lifestyle titles

Flux, Footloose, plus Bizarre.



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