Following an 18-month hiatus from print, Clash came to THRSXTY to support their February 2016 re-launch with Issue 100.
After a month of working closely with both Clash and the associated talent teams for the four cover stars, Justin Bieber, Elton John, Vic Mensa and Stormzy, we finally had a 24-hour window within which to re-launch Clash to the media. While the brief was UK, our aspirations were global.
Aligning the launch date with The Brit Awards in the UK, we started with a full page picture lead of Justin Bieber in The Sun, followed by exclusive interview extracts with Mail Online, subsequently going from London to LA, Paris to Berlin, New York and back to Hollywood.
With over 100 pieces of fully branded feature length coverage secured, highlights included E! Entertainment, Perez Hilton, Billboard, Das Bild and two stories on Hollywood Life (with 35 million unique users alone of its own).
Coverage reached as far as Australia and South America, with a total reach of over 1 billion people.
Clash saw a 55% increase in high street sales off shelf, and 78% increase in direct sales as a direct result of the campaign.
Alex Thompson, Managing Director of Clash said; “Whilst we always wanted to aim high with our Issue 100 relaunch, THRSXTY blew those expectations out of the water and were a huge factor in the commercial success of Issue 100.”