Independent vinyl record stores have two big enemies: music megastores and download-platforms.

As a consequence nearly all of them have died in the last couple of years, even in the big cities.

But real music lovers still support their local record store. And so did we with this campaign.

"No 2 Records" is a place to find tons of thousands of old and new vinyl records alike plus people who love music. This shop is just for them – and our campaign as well: only with a decent knowledge of pop history will you understand the ads. What could be seen as a bad marketing idea (deliberately excluding consumers) turns into a fun invitation for the cognoscenti.

The campaign was a great success for No2 Records. People came to the store to ask for posters and stayed for hours to look through the huge record collection. And those who hadn't been to No2 records for a while told their friends they knew the store long before the campaign came out that everybody's talking about now.

During the first month of our campaign 20% more visitors came and sales increased by 15%. With this campaign the guys at No2 Records don't have to look on the black side – except it's vinyl.