The marketing brief set the objective and we came up with the creative concept. Then followed a lengthy process of rights clearances and trawling through archive footage to find the right artists to properly reflect a broad range of music, from contemporary (Sugababes) to classic (Marvin Gaye) and from rock (Jimmy Paige) to pop (Noel Gallagher). Once the line up was set and the appropriate footage found we then filmed the Sugababes and commenced a painstaking post-production process to create a seamless film which created the illusion that all these iconic artists were really on stage with Elvis.

Within hours of the first broadcast, Radio 2 was inundated with emails from listeners asking when they would be able to see the trail again. It was posted on YouTube and has had over 125,000 views to date.Trail recognition peaked at 78% with record scores for distinctiveness (79%) and originality (81%). 54% of the target audience felt the trail suggested “Radio 2 is for people like me” which is a huge increase on scores for previous campaigns (18% for our TV trail in 2005) and 48% felt “Radio 2 plays the sort of music I want to listen to”.