The Vamps are celebrating their first decade as a “vamily” – and to commemorate that we wanted to create a campaign that honoured their time as a band and their fans’ dedication. A traditional boxset would not best serve their core fanbase, so we produced a product that sits at a lower price point but with just as much entertainment and engagement value.

The campaign centred around a band-curated “‘zine pack” that contains limited-edition art cards, a CD with previously unreleased recordings, unseen photographs, and a ‘zine documenting their journey. 1,000 signed copies of the ‘zine pack were available and Japanese fans received a handwritten print thanking them for their dedication.

A call out was sent across the band’s extensive CRM database asking fans to send in their memories of the band over the last decade.

This led to over 9,000 submissions, ranging from bedroom shrines and ticket stubs through to tattoos commemorating love for the band. These became the building blocks for a digital activation exclusively accessible from the physical product.

QR codes were used in the ‘zine to allow fans to explore the band’s personal archives as well as engage with fan-curated footage from across the globe. These digital memory lockers contain thousands of curated pieces of fan content and will continue to grow using #10YearsOfVamily and #TheVampsZineMap.

We timed the product announcement with The Vamps Greatest Hits Tour announcement, offering fans who preordered the ‘zine an opportunity to gain 48-hour early access to tickets.

Throughout the pre-order window, each band member created themed digital EPs, which included unreleased tracks. Fans voted on Twitter for their favourite Vamps songs to curate a fanmade digital EP.

They also used a custom playlist builder to make their Ultimate Vamps Setlist and the band then joined the billion streams club for their track ‘All Night’. Their debut album, Meet The Vamps, was released in Dolby Atmos and fans also had the chance to meet the band at a listening party in London.

The campaign focused on 13TB of archival footage. Content included; acoustic sessions, 10 Things YouTube shorts series, and the band’s very own version of Gogglebox, called Vogglebox.

Research identified China as the band’s second-largest streaming territory, and will be collaborating with a leading Chinese artist as well as plans to activate on Chinese social media platforms.