Benjamin Brunn DM COLOUR TRACKS - THE HISTORY OF TECHNO IN COLOURS by Kolle Rebbe Hamburg

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COLOUR TRACKS - THE HISTORY OF TECHNO IN COLOURS

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Industry Publishing, streaming & media
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Gereon Klug, Thomas Voelker
Released February 2012

Credits & Description

Category: Publications & Media
Advertiser: BENJAMIN BRUNN
Product/Service: MUSIC PRODUCER
Agency: KOLLE REBBE
Creative Direction: Reginald Wagner (Kolle Rebbe)
Creative Direction: Katrin Oeding (Kolle Rebbe)
Idea: Reginald Wagner (Kolle Rebbe)
Idea: Christian Doering (Kolle Rebbe)
Copywriter: Gereon Klug (Kolle Rebbe)
Copywriter: Thomas Voelker (Kolle Rebbe)
Account Manager: Gereon Klug (Kolle Rebbe)
Account Manager: Marie Steinhoff (Kolle Rebbe)
Production: Franziska Ziegler (Kolle Rebbe)
Final Art Work: Anne Schmuecker (Kolle Rebbe)
Media placement: 4 picture vinyl records - 50 mailings - 14. February 2012
Media placement: booklet - 50 mailings - 14. February 2012
Media placement: slipcase - 50 mailings - 14. February 2012

Describe the brief/objective of the direct campaign.
Internationally renowned electronic and techno producer Benjamin Brunn needed a promo tool to make a noise in the world of techno producers and DJs and gain attention from club bookers and label executives. It should show his producer skills as well as a distinctive design.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The limited edition of coloured tracks on 4x12“ records are as much a navigation system as a tool: using the colour key, DJs can decide which form of techno they want to choose. The Colour Tracks strike eyes and ears equally and cover the full range of electronic music in 19 tracks.

Explain why the creative execution was relevant to the product or service.
By overcoming a major technical challenge it was for the first time possible to precisely tailor the design of a vinyl record to the music it contains. Each track is composed by Brunn and each style is visualszed through the allocation of a colour. Every colour stands for one electronic genre and every track is precisely as long as the strip of colour is wide. Included in the booklet is the 13-piece colour chart and information about each track (genre, tempo, how it was made etc.) as well as an interview with the artist.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within 6 months after Colour Tracks were spread, Brunn achieved an increase of production jobs by 21% and almost 50% more DJ bookings. This limited edition, compiled and packed in a slipcase, has been virtually depleted through advance orders. A new edition is being considered.