Brand Case Studies 

Pipex Broadband

Absolute partnered with Dan Lycett at Blacklist Records and marketed the single 'Jump in My Car' by David Hasselhoff as a spin-off from the Hoff's appearance in Pipex's 'King of the Internet' TV advertising campaign.

The single was supported by a huge 'Get Hoff to Number 1' campaign which resulted in the record reaching Number 3 on the UK singles chart, notching up sales of over 50,000 copies.

Pipex Broadband gained substantial additional brand exposure through press coverage and the appearance of Hasselhoff - and the single's promotional video - on national TV shows and music TV channels. The record was even a Single of the Week on BBC Radio One.

Dame Shirley Bassey 

When Dame Shirley Bassey wholeheartedly embraced the independent DIY route to market offered by Absolute, it resulted in her most successful album for years - storming into the UK album chart at Number 6.

Dame Shirley's album - titled Get The Party Started - was released in June 2007 through Lock Stock & Barrel Records, the independent label owned by songwriting partners Catherine Feeney and Nikki Lamborn of London-based band Never The Bride.

Lock Stock & Barrel Records signed a worldwide agreement with Absolute under which Absolute provided a 'one-stop' label management and label development service that covered everything from A&R, TV advertising and marketing services to manufacturing, sales, distribution, e-commerce management and label administration.

Get The Party Started featured 13 classic tracks - including 'Big Spender', 'You Only Live Twice', 'I Who Have Nothing' and 'I Will Survive'. The tracks were specially remixed and re-worked by some of today's most innovative contemporary producers - including NorthxNorthwest, The Glimmers, Mark de Clive-Lowe, Bugz In the Attic, Bruno-e and Restless Soul.

The first single from the album was Dame Shirley's amazing version of Pink's 'Get The Party Started' which was originally featured in a spectacular Marks & Spencer TV advertising campaign.

Absolute brought in Nathan Graves - responsible for the successful Verve label re-mix album at Universal Classics & Jazz - to oversee A&R for the album.

Absolute mounted a heavyweight marketing campaign which included an initial £100,000 national TV advertising push, print and poster advertising, a huge PR offensive in national press and magazines, TV and radio specials, plays on online video channels, and promotional tie-ins with national press. The campaign was overseen by Absolute's marketing manager Mark Dowling.

As a result, Get The Party Started shipped an incredible 65,000 units and was 'Album of the Week' in key retail multiples such as WH Smiths, Tesco, Woolworths, Sainsburys and Morrisons.

Catherine Feeney, managing director of Lock Stock & Barrel Records, said: "As a new indie label, we were fortunate to find a guiding light in the expert help and guidance of Henry Semmence and his team at Absolute."

She added: "Dame Shirley Bassey is not quite the sort of international artist that an indie label usually takes on - so we really needed the expertise of a company such as Absolute. They were fantastic in guiding us through and helping us make the decisions along the way that quickly took our album into the charts."