In what was one of the busiest weeks in Hope&Glory history (worse – or better, depending on how you look at these things – than mad May 2019 or mad May 2015, both of which were mental), we managed to squeeze out a little gem for hmv.
Now if you were a brand that many people thought had closed down – and which, when mentioned, is commonly associated with the phrase “oh, do they still exist?” – you might shy away from the topic.
So when Lewis Capaldi made a cheeky, unguarded remark in the ad for a new version of his album which just happened to make its way to the hmv marketing and Hope&Glory teams, we saw opportunity in the face of adversity.
Because shortly after he uttered the words … “you can get my new album at hmv” he went on to say … “didn’t they go bust?” before bursting out laughing.
So we thought that we’d seize upon the gaffe and turn the film into hmv’s very own Christmas ad – simply popping a cheeky end-frame on the film to assure the “Scottish Beyonce” that the brand is very much alive and kicking.
Then, once the ad had aired, we took the story to hmv’s stalwart army of social fans, encouraging them to message @LewisCapaldi to assure him that #hmvisopen.
The whole thing worked a dream. On the day the campaign kicked off #hmvisopen was to be found trending across the UK with over 4,000 messages directed towards the singer – all carrying the message that hmv is very much alive and well and unleashing a wave of support from fans of the chain.
At the same time we landed some awesome coverage across the Daily Star, Stylist, the Liverpool Echo and a host of others. As as some marketing trade pieces across the Drum, Retail Gazette and Music Week.
Quick. Simple. Effective. And an awful lot of fun.
Oh, and here’s the offending spot. Worth a watch, promise …