The Challenge

Develop a retro music compilation brand with commercial cut through.

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Insight

The frequency of new retro compilation releases is such that they simply blend into the masses and sales fade quickly and sharply after week 1. The best way to create cut through in the market is with a sledge hammer of a campaign that blows the competition out of the water.

Output

Engine Creative were taken 'Back 2 The 90s' with the initial album and television commercial (TVC) releases for Ministry Of Sound. We created the pinball-tastic artwork, related marketing collateral along with 30 second and 1 minute versions of the high impact TVC. With initial sales figures far exceeding Ministry's expectations, we proved our expert knowledge in this challenging market yet again. Back 2 The 90s 2 was commissioned after the huge commercial success of the original release and Engine Creative also worked with Ministry Of Sound to develop the series with the launch of Back 2 The 80s. Flippin' great.
The Payback
  • Over half a million units sold.
  • 12 weeks in the top 2 of the album charts peaking at number 1.
  • 3 week turn around for delivering a national TV campaign.
  • The biggest retro compilation album in the UK‚ ever!
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