Globally launching the fastest selling single in 20 years

Adele & XL Recordings

Prime TV ad breaks in 25 countries
50,000 downloads per day
308 million YouTube views in the first month

Challenge

Drive awareness and talk ability for the single release of Hello to generate pre-orders of the album 25.

Insight

Launching with a bang in this market requires focus into social and PR to harness current consumer behaviour.

Idea

”Global Road Block” key prime 30” TV airtime on one day across 25 markets to tease consumers into seeking out the video and single, and trigger social momentum.

Impact

Unprecedented coverage across all forms of media including both traditional and social platforms

50,000 UK downloads of the single per day during the first week

308m YouTube views globally within the first month