Some projects really give us a buzz and this was one of them! We could hardly believe it when we were asked to create an inflatable for Led Zeppelin. Our client contacted us and they explained that one of our inflatables was going to be used for something extra special. We were helping to promote the band re-forming for a once-in-a-lifetime Reunion gig at the O2 Arena.
In 2007, we received the brief to help Led Zeppelin create a visually striking inflatable to promote their forthcoming Reunion. Their marketing team chose a helium-filled, airship shaped inflatable which was elongated to look like a real Zeppelin. Our team needed to work with their design and hand-paint the classic Led Zeppelin graphics. They also asked us to add a link to the promotional website address. The organisers arranged to fly this iconic airship 200ft above a number of London venues. It was fun for people to see it pop up in different places in the weeks leading up to the sell-out gig.
Marketing success for Led Zeppelin
This project was a great example of coordinated marketing. As a result of the demand created by the Reunion, Led Zeppelin released their greatest hits album, Mothership. The cover of this album featured the artwork we had used to create our inflatable. The Led Zeppelin marketing team covered every aspect of the communications. This included visual promotions, like our Led Zeppelin blimp, as well as creating a temporary radio station called XM LED.
You can easily see the impact of the promotion when you look at the results. The album debuted at #4 in the UK Albums Chart and has gone on to sell around 4 million copies worldwide. We are very proud to have played our own small part in this amazing success.