Oasis are the English rock band that formed in Manchester in 1991 and have since sold more than 50 million albums worldwide, with eight UK number one singles. The band have recently finished working on their yet to be titled seventh studio album, which is due out in later in 2008.

To promote the DVD release
Given they are ‘mass market’ and maybe too familiar how do we efficiently target Oasis fans and other people who would be most interested in their music and buying their DVD?

Oasis are rights holders of quality content. Their content is professionally produced and people are keen to read it, watch it and listen to it. agenda21's Digital Healthcheck identified that Oasis could use these assets to build their own ‘prospect pool’ of hard-core fans and target them. This prospect pool would then allow us to identify other similar people like the fans.

We tagged a range of Oasis assets, including their website, their record store, e-cards and a game. The tagging allowed us to build a prospect pool of 400,000 fans who’d interacted with the Oasis assets. We then modelled their online behaviour to identify other people with similar interests but who may not be hard-core Oasis fans. This built us an audience of Oasis fans rather than just general music fans. It meant that we could target advertising to people we knew were Oasis fans - both hard-core fans and the people we’d modelled as being similar to hard-core fans.

We learned that the targeting effort did make a big difference. As you'd imagine the hard-core Oasis fans were hugely receptive. However, the group modelled on the hard-core fans were 140% more responsive than general music fans too. So, now we know that using content allows us to identify the right fans and that we can identify others who fit the same profile. And, when we target both groups with relevant ads, they’re far more receptive than ordinary untargeted music fans.