KONTOR RECORDS Design & Branding, Case study BACK TO VINYL - THE OFFICE TURNTABLE by Ogilvy & Mather Duesseldorf

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BACK TO VINYL - THE OFFICE TURNTABLE

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Industry Consumer & Public services
Media Design & Branding, Case study
Market Germany
Agency Ogilvy & Mather Duesseldorf
Executive Creative Director Uwe Jakob
Art Director Klaus-Martin Michaelis, Tobias Von Aesch
Copywriter Mike Bayfield
Released May 2013

Awards

Cannes Lions 2013
Design Lions Promotional Item Design Gold
Media Lions Use of Media; Best Use of Audio Gold

Credits & Description

Type of entry: Use of Media
Category: Best Use of Audio
Advertiser: KONTOR RECORDS
Product/Service: KONTOR RECORDS
Agency: OGILVYACTION Düsseldorf , GERMANY
Chief Creative Officer: Stephan Vogel (OgilvyOne)
Executive Creative Director/Copywriter: Martin Seele (OgilvyAction)
Art Director: Tobias Von Aesch (OgilvyAction)
Executive Creative Director: Uwe Jakob (OgilvyOne)
Art Director: Klaus-Martin Michaelis (OgilvyOne)
Technical Director: Jens Steffen (OgilvyOne)
Creative Assistant: Daniel Siegel (OgilvyOne)
Creative Assistant: Esra Bueyuekdoganay (OgilvyOne)
Account Manager: Annika Hake (OgilvyAction)
Head of Project Management: Hanna Von Schultz (OgilvyAction)
Awards Coordinator: Toma Soare (OgilvyAction)
Audio Video Support: Matthias Rewig (NHB)
Copywriter: Mike Bayfield (OgilvyAction)

Results and Effectiveness

To reach this very demanding audience required a real standout idea, that truly reflected the nature of the business and product. The combination of smart modern technology with retro cool technology achieved this beautifully and struck a real chord with creative directors. No downloading. No fuzz. Just analogue fun with a digital device.
71% of the 900 Turntable QR codes were activated. That’s 64% more than the average response. We also got a lot of great feedback – from some of the industry’s most important people.
42% followed the link to the Kontor Online Store.

Creative Execution

But, as cool as vinyl might be, few creative directors own a turntable anymore. So, we – literally – put a spin on things. Together with the vinyl disc, we mailed them a ‘turntable’ – made from the envelope, and a QR code to play it.
Our audience just had to flip the envelope and then put the disc on the ‘turntable’. They could then activate the QR code with their phone, place it over the record and listen to the new track. Plus, they could also play other tracks, or contact Kontor via the connect icon.

Insights, Strategy and the Idea

Kontor, the world’s biggest dance-music label, wanted to promote the new Boris Dlugosch release to the advertising industry. But they were targeting the world’s most un-impressible audience: agency creative directors. These guys either pass promo CDs onto their secretaries or, more often, just bin them.
We had to find a way to get through to all of them so that they would actually listen to the new Kontor release. Just like every good DJ knows – there’s a unique way to get your audience really tuned in – real vinyl. So that was what we would send the creative directors. No CD, MP3 or USB – just good-old fashioned RPM.