The Soldiers album "Coming Home" from Rhino UK (part of Warner Music) was launching into a highly competitive market pre Christmas. Thanks to an innovatively planned TV campaign, more than 500,000 copies were sold, exceeding client expectations by several hundred percent. The TV campaign highlights how effective the medium is at converting sales and reaching mass audiences overnight and was awarded "Best use of TV for Response" at the 2010 Thinkbox TV Planning Awards. To find out how they achieved this level of success, read on.
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