Client: Epic Records
PR Team: Midnight in London
Campaign: DVD launch of Super Furry Animals album Rings Around The World
Timescale: June - August
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
The DVD featured five extra tracks, exclusive material and links to a
Midnight, which works mainly with B2C firms in the lifestyle and
entertainment sectors, was hired on a project basis.
To reach the broadest possible consumer audience via coverage in
lifestyle, DVD and design press, to complement a music press
Strategy and Plan
The strategy presented SFA's DVD as a unique compilation of short
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
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
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
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.