The creative idea was a DM pack in the form of a classic 7-inch vinyl record, housed in a sleeve featuring the make-believe band ‘Bling Bling Bears’. The piece features the band on the cover, details of the offer within the sleeve, a pull-out record, and a track listing on the back.

The target was 500 music downloads a week from the day of launch. The campaign eclipsed that original target on its very first day, bringing 800 downloads, then 2,000-3,000 downloads for the week. This represents an increase of 400-600% of target. The campaign continues to perform well above target.