Elton John – ‘Me’ Official Autobiography

Elton John’s first and only autobiography launched on 15th October, titled ‘Me’. Our main objective was to drive sales and secure No 1 in the best seller lists.

Like Comment

With a film, tour and multiple media appearances we wanted to maximise not cannibalise Elton’s exposure in 2019. The challenge being Elton had a PR tour for us to work around, so many media outlets were already covered by interviews (TV, Press, Radio).  Elton’s team already manage his social media outlets so the Pan Macmillan team wanted us to focus solely on an outdoor campaign.

As Elton needs no introduction, our challenge was  to ensure we were getting optimum reach in each of the selected environments. We knew the creative would be impactful, so we planned  large roadside towers in London, Manchester, Leeds and Birmingham plus London NR Transvisions for launch day. The bulk of the campaign was planned to run across Road and Rail Digital 6 and 48 sheets. Culminating in a bus wrap both interior and exterior running on a London route for 4 weeks.

In addition to launching ‘Me’, we needed to keep the campaigns momentum going into the Christmas gifting market, so have flighted the activity across a three month period to support the PR schedule.

Total Media

We are the only media agency built on the principles of behavioural science. We create media plans built around knowledge of people’s behaviour. We do this by deploying a full range of research capabilities, from ethnography to neuroscience to behavioural economics to data analytics. It’s through this approach that we deliver authentic, creative and effective media solutions that match the behaviour of real people. What does the behavioural planning agency mean: It means we are experts in media. It means we are experts in human behaviour. But most importantly it means we are experts in change. We focus on behavioural science as it ensures we are at the forefront of understanding how people make decisions and how we can change those decisions. Our knowledge of media and our knowledge of behavioural science are the tools we use to help brands influence consumers. To buy, to download, to prefer, to remember, to choose , to donate...