To meet the challenge we wrapped 25 fifty foot articulated lorries. RoadAds research showed that consumers believe the exterior advertisements reflect the contents. By wrapping lorries that delivered only to city centres we created the impression of a larger than life event, with the lorries making delivery after delivery… every day for 4 weeks. To amplify the buzz we replaced the drivers’ horns with music chips and amplifiers to blast-out the opening rift from ‘Born in the U.S.A’.

The combined sales of the two-disc and three-disc releases totalled 190,000 by Christmas and generated £2.85m of sales revenue. The album peaked in the album charts at 12… three places higher than our target.