The right place at the right time

One Ria location in Robbie Williams video

A Ria location can be seen in the  background of Robbie Williams’ video ‘Go Gentle.’

Ria’s efforts to get closer to our clients have been rewarded – big time.  One of the most striking examples involves music: our brand appears for several seconds during the new Robbie Williams video ‘Go Gentle‘. Robbie performs the track on a wooden ship that is sailing through the streets of Downtown Los Angeles. At one point we clearly see a location decorated with the Ria signage.

Robbie Williams is one of the most popular UK pop stars. He is a former member of boyband Take That, and after the band split, he was the one who enjoyed the most successful solo career. His talent has brought him huge hits, such as ‘Angels’, which has sold 1.2 million copies in the UK alone. The UK is another of Ria’s  most important  markets. Ria has been there for more than ten years. Now Robbie has released a new album, Swings Both Ways, and the single ‘Go Gentle’, dedicated to his daughter, is one of its featured songs.

The video has been a huge success, with more than 2 million hits on YouTube. And it has generated really remarkable awareness of everything that appears in it. This could have been just another product placement like many other brands make in music videos – but this is not the case.  We really have a great presence in Los Angeles, where we have based our Ria Corporate Headquarters.

For us, the best product placement is being where our customers need us: on the streets and easily visible, thanks to our basic dress. From Los Angeles to Asia, the closer we are to our customers, the better service we can offer them.  So our appearance in Robbie Williams’  video just shows  we are in the right place at the right time.