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MUSIC WEEK AWARDS 2008: Catalogue Marketing Campaign Of The Year.
WINNER: HIK SASAKI, RHINO UK/WARNER MUSIC, FOR LED ZEPPELIN - MOTHERSHIP
Despite the obvious fact that a big budget means big marketing possibilities, and with tight competition coming from projects that utilised a mere fraction of the budget awarded to the Led Zeppelin promotional push, the judges were hugely impressed by the breadth of activity, the innovative approach and real nerve displayed by Sasaki and her team in ensuring that the Mothership campaign became near- impossible to miss.
During a seven-week pre-release period the campaign spread across numerous media platforms ranging from O2 ringtones, a Facebook application. YouTube activity, iTunes pre-order campaign, extensive outdoor activity across taxis, London ...