Gorillaz 'Plastic Flowerz' by M&C Saatchi/Mark Sydney

Virtual group Gorillaz wooed bloggers with a quirky direct mail piece promoting their new album, Plastic Beach.

M&C Saatchi and Mark Sydney were charged with getting the album to number one in the Australian charts and achieving 35,000 sales in the first month - all on a budget of just $3,000.

Their strategy was to try to persuade 20 of Australia's top music bloggers to spread the word about the album. They sent each one a unique, hand-crafted plastic flower fashioned from household junk - in keeping with the theme of the album, which was supposedly recorded on a island composed of floating marine litter in the South Pacific.

A letter from band member Murdoc and a copy of the album itself completed the package. Needless to say, the mailer got a terrific response - to find out more and see pictures of the campaign, download the case study below.