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 them, so that they would actually listen to the Kontor release. Just like every good DJ knows - there's a unique way to get your audience - real vinyl. So that was what we would send the creative directors. No CD, MP3 or USB - just good-old fashioned RPM. As cool as vinyl might be, the problem is, 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. Our audience just had to flip the envelope, put the disc on the 'turntable', 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. 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.
Agency: Ogilvy&Mather Germany
2x Gold Cannes Lions 2014 (Media and Design)
5x Shortlist Cannes Lions 2014 (Direct, Promo and Design)
1x Gold OneShow Award 2014 (Interactive)
2x Merit OneShow Award 2014 (Interactive and Branded)
1x Silver Clio Award 2014 (Direct)
2x Bronze Clio Award 2014 (Design and Engagement)
1x Shortlist Clio Award 2014 (Direct)
1x InBook D&AD 2014
2x Gold POS Marketing Awards 2014
2x Silver Art Directors Club Germany 2014 (Design and Promotion)
1x Bronze Art Directors Club Germany 2014 (Dialog Mobile)
1x Bronze New Media Award 2014 (Dialog Mobile)
1x Bronze AME Award 2014 (Design)
3x Finalist AME Award 2014 (Direct, Mobile and Interactive)
1x Silver Eurobest 2013 (Design)
2x Bronze Eurobest 2013 (Mailing and Media)
2x Silver London International Awards 2013 (Design and Direct)
2x Bronze London International Awards 2013 (Business-to-Business)
2x Silver EPICA Awards 2013 (Business-to-Business and Mobile)
Kontor, the world’s biggest dance music label, wanted to promote the new Boris Dlugosch track to the advertising industry. But the target audience – creative directors – notoriously ignore regular promo CDs.
So for their mailing Kontor used what DJs use: Real Vinyl! But how could anybody play it? The answer was to make the record player part of the mailing itself. The Office Turntable. With a special smartphone device, it combines analog and digital fun.
73% of the 900 Office Turntables have been activated. That’s 10x the regular response rate! 42 % have accessed Kontor.de The Office Turntable features in the new Boris Dlugosch video on music channels, off – and online.