In an era of surprise Spotify album drops and instant gratification, music has become transient and disposable.
We were tasked with launching Coldplay’s first album of the streaming era, Everyday Life, an experimental double-LP that required listening in one sitting. We had to convince people to buy the physical album over the stream.
The7stars’ research revealed that music is the first touchpoint for feelings of nostalgia. Taking inspiration from the epic album launches past, we sought to make traditional media moments go viral.
The campaign started with poster teasers, coupled with typed letters written to fans from the band urging them to check the classifieds.
Fans quickly tracked down the album tracklisting, which we’d hidden among the local newspaper classified ads from each of the band member's hometowns, including the North Wales Daily Post, where guitarist Jonny Buckland once had a holiday job.
The no-so-big reveal was covered by BBC Radio 1, Good Morning Britain, Sky News, Guardian, Metro, The Mirror, Metro, Daily Mail and Rolling Stones, generating national excitement that Coldplay were returning.
By merging tangible analogue experiences with digital amplification, we beat Robbie Williams to the number 1 spot. 85% of sales were physical, four-times the industry norm.