We created a cultural event around the landmark release of NOW 100, securing NOW’s reputation as the world’s biggest compilation brand - the trusted curator which drives musical history- while also bolstering both sales of NOW CD’s and subscribers to the NOW App.
We told impactful stories which unlocked both people’s nostalgia and their personal connections to NOW. Our focus points included the history of NOW, the process of instinct and science that has so perfectly time-capsuled music history and positioned NOW 100 as the basis for a retrospective of the history of popular music.
We did this by focussing on celebrities whose careers have been marked by inclusion in NOW albums, launching the NOW Awards to create a sense of prestige around NOW 100 and inclusion in a NOW album, and to underline NOW’s authority in creating music history.
We also launched Sing It To Win It – a competition for members of the public to record a track for NOW 100 which emphasised the occasion’s sense of history.
NOW 100 was a huge national news event, frequently alluded to as one of the biggest stories of 2018 and our work was nominated for Best PR Campaign at the 2019 Music Weeks Awards, which is unprecedented for a compilation album.