Our proposition for Desperados, "Live After Dark", was not only reflected in the parties at which consumers brought the Live out in everyone, but also throughout the supporting communications. From busking DJs (on portable record decks) flyering lifestyle environs with our 7" record flyer; through to radio promotions that enabled consumers to take part live on air. Our licensed soundtrack, ‘Happy’ by Max Sedgley, later became a club hit off the back of our 50,000 x 7” pressings, making it synonymous with Desperados.

Since Record Karaoke began, distribution enquiries for Desperados have doubled (1), with sales numbering 350-1,000 bottles per Record Karaoke event (2). An increase of 38% in spontaneous awareness for Desperados was also witnessed over the campaign tracking period (3). Sources: (1) Heineken B.V. (2) Questionnaire to bar owners. (3) 2004 Daphne Communication Management.