Sony Music - Bruce Springsteen Campaign

In a media first, RoadAds promoted the launch of Sony Music's - The Essential Bruce Springsteen album. Trucks hit major cities such as Manchester, Birmingham, Newcastle, Edinburgh, Glasgow and Liverpool. Each of these trucks is fitted with a 'RoadAds Sound System' which enables the driver to launch the chorus of Springsteen's 'Born in the USA' at the touch of a button. This campaign was planned by MGOMD and booked by Posterscope.

For a short video of RoadAds' 'Sound System' in action click here. This footage was taken at the launch of the Bruce Springsteen truck campaign at Sony Music, London.

"It's not often that the combination of audience and media platform come together to deliver such a sound offering. The synergy between the artist and the media vehicle is quite literally 'poetry in motion'."
Jonathan Rayner - Client Director, Posterscope

Case Study

Campaign objective:
To promote the up coming Bruce Springsteen's "Essentials" album release.

RoadAds solution:
25 Trucks were fully wrapped to target key cities outside London. These included Birmingham, Manchester, Liverpool, Newcastle, Edinburgh and Glasgow. The trucks were specifically chosen to match the brief to deliver a city centre focus during the day as well as a motorway audience.

The trucks were installed with horns that played the chorus refrain from "Born in the USA" as the truck would drive around city centres. This created fantastic interaction between the truck driver, advertising message and the pedestrian and vehicular audience, in some instances resulting in 'air-drumming'!!

Extensive PR coverage included the music press, Business press and Newcastle local television who inquired about filming the truck with the horn playing for their local news.

All truck journeys were fully campaign audited with RoadAds exclusive audience measurement system, quantifying gross impacts for the entire fleet, and thus delivering a cost per thousand to smile about.

The campaign ran for 5 weeks and consistently delivered incremental cover that helped maintain the albums position in the charts in the run up to the key Christmas sales period.

Campaign result / Client testimonial:
"Sony are one of the leading music industry brands and we have developed our artists popularity by innovative and tactical advertising.
To launch the Springsteen album we used trucks that fitted the audience profile perfectly. Not only did we produce dynamic creative to wrap the truck but we also placed audio on the trucks to assault the second sense of hearing to reinforce album awareness. This campaign was core to our advertising strategy and was born out by our excellent launch position in the charts. As such, we and SONY intend to use this medium again in the future."
Matt Fuller, Planning Director for Sony Music - ManningGottliebOMD

<< go to campaigns