Rick Astley

The challenge

Brotherhood wanted to promote Rick Astley’s new album ’50’ by targeting his existing fan base and converting shoppers into CD buyers.

What we did

They utilised our high profile digital screens in shopping malls across the country, selecting specific malls to target relevant retailers, in particular HMV stores, where a call to action could be maximised.

The results

The album charted at number one in the UK in its first week of release and spent a further 7 weeks in the top 10.

HMV D6 in shopping mall