Brief: To create an advertising campaign informed by data insights for the brand Rough Trade. It should influence perception, encourage behaviour change or raise awareness for the brand.
CAMPAIGN STORY
CD's overtime have been abandoned and left in the early 2000's which can be seen clearly on Rough Trade's website from CD's and albums from this specific era not being restocked or being less popular in comparison to newer albums that have come.
The goal of this campaign is to reconnect people to CD's and albums from this era to remind people why they loved them and connected with them initially, playing in to the idea of nostalgia and bringing people together through this era of music. Data specifically shows that these albums are still relevant and listened to on streaming services but have been neglected in the form of CD's and advertisement on Rough Trade. In turn this can also bring new audience to Rough Trade that have lost or never had due to lack of CD stock and/or music from this time period.
THE CAMPAIGN
