Royal College of Art (RCA) Film, Digital HURTS DON'T LET GO by Foam, Sony Music Entertainment UK Creative

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Industry Culture, Leisure & Sport
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency Foam
Agency Sony Music Entertainment UK Creative
Creative Director Steve Milbourne, Phil Clandillon
Released September 2010

Credits & Description

Category: Best Copywriting
Advertiser: RCA
Product/Service: HURTS "HAPPINESS"
Agency: FOAM
Date of First Appearance: Sep 30 2010
Entry URL:
Creative Director: Phil Clandillon (FOAM / Sony Music Creative)
Creative Director: Steve Milbourne (FOAM / Sony Music Creative)
Audio Producer: Dee Adam
Audio Producer: James Earp
Writer: Joe Stretch

English Synopsis
While researching HURTS’ target audience, we discovered they're abandoning radio in favour of Spotify. Our challenge was to reach them there, making them aware of Hurts' forthcoming debut album Happiness.

We decided to create an interactive audio novel using Spotify’s search to navigate.

The story was written in the second person by author Joe Stretch, narrated by actress Anna Friel and published via 87 separate tracks on Spotify.

236,288 people played in 1 week. 12,181 reached an ending (a commitment of 12+ mins). 18,244 clicked to Amazon to purchase HAPPINESS (1/2 of UK sales in month 1).