2nd October 2020 marked the 25th anniversary of Oasis’s (What’s The Story) Morning Glory? – their breakthrough album in all key markets which established the band as an international phenomenon. It is the UK’s third-biggest-selling studio album of all time with 22m sales globally.
Following the success of last year’s Definitely Maybe 25th anniversary campaign, we wanted to celebrate this landmark with activity befitting the album’s outstanding success and demonstrate its universal and cross-genre appeal.
This was a digital-led campaign with a cohesive strategy across all platforms. Key objectives included developing the band’s global streaming profile across the catalogue, including YouTube, as well as building on their existing social following while continuing to attract a new and younger fanbase.
Oasis’s fans are highly engaged and it was important to us to involve them and keep them at the centre of our plans. We also wanted to encourage the media to embrace the celebration to maximise the campaign’s visibility.
We started the activity by replicating the original promotional postcard mailer for the album from 1995, posting these as a surprise to a random selection of fans on the official store mailing list, including #MorningGlory25.
Activity ran over a four-week period leading up to the anniversary on 2nd October. We weren’t releasing new music but made commemorative limited-edition 25th anniversary vinyl formats available – a double heavyweight silver-coloured LP as a retail exclusive, and a picture disc with a replica of the original handwritten lyric sheet for ‘Wonderwall’, and new merch range for D2C.
As ‘Wonderwall’, a key single from the album, has evolved into a universally loved anthem, we ran a #WonderwallLipSyncChallenge asking fans to send in their videos. We anticipated we’d approach the 1bn stream milestone on Spotify in the forthcoming weeks so planned to make a montage video with this content.
This campaign presented the perfect opportunity to launch the official Oasis TikTok channel. We worked with TikTok to launch an official hashtag challenge, #ThrowItBack, inviting creators to share throwback looks from the ’90s using ‘Wonderwall’.
All On the Board, who write original content for the London Underground whiteboards, created two bespoke boards with Morning Glory-related poems for select Tube stations and their socials.
We partnered with YouTube to reveal new audio visual content – including HD videos of the singles with remastered audio, plus a YouTube premiere of an official album playback and singalong online event.
We also released a brand new documentary – Return To Rockfield – where Noel Gallagher revisited the fabled studios, and a track-by-track was also recorded at Rockfield, made available the week following the anniversary.
The album charted at #3 in the Official Album Chart – the highest chart position since August 1996, with a 640% sales increase week-onweek.
The anniversary was the biggest day ever for Oasis listeners on Spotify, with 1.37m streams and also the second biggest day’s streams for Oasis. We saw 11m streams of the album on the anniversary week.
Oasis surpassed 1bn streams of ‘Wonderwall’ on Spotify earlier than anticipated with 30m streams in six weeks, and the fan lip sync video was released to coincide. ‘Wonderwall’ is also the first ’90s song to achieve this milestone, which was considerable given Oasis did not join the streaming services until 2014.
Apple Music passed 600m all time plays across the catalogue and Amazon Music had an 8% increase in listeners.
Facebook saw an increase of 121.5% in average post reach over campaign period, and 401% increase in average post engagement/ reactions. Instagram saw an additional 80k followers.