AMBIENT MARKETING & OUTDOOR ADVERTISING CAMPAIGN
When Ark Recordings called Brotherhood Media to say they had an album of Nirvana songs put together by Prince Fatty and Mutant Hi-Fi with the vocal talents of Jamaican reggae legend Little Roy, the team got straight to work coming up with ideas to suit this special release.
The Brotherhood Media ambient marketing experts wanted to get the word out on the streets of London in a way that would really catch people’s eye. And they decided on…..VINYL!
As vinyl junkies, it’s always sad to see big boxes of loose 7 inch records in second hand shops gathering dust, so this was the perfect opportunity for Brotherhood Media and Little Roy to give them a new lease of life. After a good few hours of sifting through the piles, rescuing the gems from a pretty sorry selection (Max Bygraves anyone?) the Brotherhood team re-labeled the rescued vinyl and took to the streets.
The rebranded 7-inch ‘Little Roy’ records were attached to lampposts all over London and turned heads from Ladbroke Grove to Brixton. This ambient campaign sat alongside a precisely-targeted railing board poster campaign which involved advertising at music festivals and markets, effectively spread the news that the ‘Battle for Seattle’ had truly started.