Case Study

Oasis

Definitely Maybe

Challenge

Capturing the fanbase’s excitement

Oasis were to make the announcement fans across the world had desperately hoped for since 2009. We needed to contain speculation around the most anticipated reunion story of the decade, carefully building to this moment. The brief was to capture the fanbase’s excitement and use their energy and enthusiasm to drive the PR.

Before the tour announcement we needed to generate excitement around the 30th anniversary of Definitely Maybe - the album belonged back at #1. With no access to the band, creative assets and “I was there” voices were essential to find new, and unique stories and angles. The cultural power of Oasis’s music is unparalleled, soundtracking the lives of multiple generations. All PR had to support this message.

How

Creating laser focus on the "will they, won't they" narrative

Carefully controlling how the news of the reunion tour broke using the press to build a bonfire of excitement. We were aware not to overhype it - fans had to feel ownership of this moment. Collaborating with media, combating leaks, and plugging in to our contacts at the right time built a crescendo of coverage around the announcement, creating laser focus on the “will they, won’t they” narrative.

Promoting unity between Noel and Liam was a core strategy. The narrative of brothers at odds is now history. A new photograph of Liam and Noel together, and one quote from Oasis, not two individuals, presented pivotal assets to land this message. The image spoke a thousand words.

Oasis became a news agenda mainstay overnight.

Results

Across print, radio, TV and online, the PR campaign generated over 11,900 pieces of coverage, with an estimated media value of over £23m.

We generated an entire week of wall to wall celebration and adoration. Every news channel across podcasts, newspapers, websites, e-newsletters, radio stations and TV channels were talking about this story.

Definitely Maybe reached #1 in the UK album charts, 30 years after its first release.

It is estimated that between 12 and 14 million people, from 158 different countries, attempted to buy the 1.4m available tickets for Oasis Live 25 on the Saturday of general onsale.

Sunday Times Culture cover

The Sun cover

Evening Standard

BBC News sofa image

Daily Mirror

Guardian

ITV News

#1

in the UK album charts, 30 years after 'Definitely Maybe' first release

11,900+

pieces of coverages

£23M+

estimated media value

12M-14M

estimated to have attempted to buy tickets for Oasis Live 25 on the Saturday of general on sale