The campaign kicked off when mysterious outdoor posters began appearing around Bow, East London, in May. They continued to spread around London and the UK labelled with “727548”, causing fans’ imaginations to run wild and message boards to ignite. This spilled onto social media as people tried to figure out the meaning of the cryptic message, with some fans coming up with elaborate connections to the numerical sequence. After weeks of rumours, 727548.co.uk was launched with a series of mysterious audio clips with a countdown, followed by CCTV footage from various East London locations. After a week of teasing, all conspiracy theories were put to rest with a livestream video revealing Dizzee holed up in a bunker in Bow, writing down what turned out to be the track listing for his forthcoming new album, Raskit, before debuting snippets of the videos for his new tracks.

The same creative and roll out was used online with video teasers mirroring the poster campaign in real time. On the day of the album announcement, 727548.co.uk was rebranded to raskit.co.uk confirming the online speculation about the sequence of numbers; 727548 spells out Raskit when typed onto a phone pad. All socials were rebranded and directed to Raskit.co.uk, where the teaser reveal visuals were played on loop alongside pre-order messaging.

The campaign was elevated from its covert beginnings with full media support and coverage for the announcement, as well as working with a loyal group of influential figureheads who supported across socials.

We also identified superfans who supported Dizzee on social media who had significant audiences. These relationships were nurtured with exclusive content to share across their accounts, to seed multiple creatives and content across various platforms at the same time. By enabling fans to share content on socials and facilitating discussion, we sustained open engagement in the weeks leading up to album release.

The extensive outdoor campaign expanded into LU, nationwide billboard and projections on key London landmarks.

The album also garnered key support on release from all streaming partners, including sponsored outdoor campaigns from Amazon and Spotify, as well as full-album playback on 1Xtra to bolster digital and traditional marketing. The album received impressive reviews and support from grime blogs to broadsheets, all reaffirming Dizzee’s “return to form”, which helped achieve a Top 10 chart position.