Ogilvy & Mather Advertising (GERMANY)
|Kontor Records GmbH, Kontor Records: "Back to Vinyl"||26-03178-BC|
Agency (& City): Ogilvy Germany Duesseldorf
Chief Creative Officer: Dr. Stephan Vogel
Executive Creative Director(s): Martin Seele, Uwe Jakob
Copywriter(s): Mike Bayfield
Art Director(s): Tobias von Aesch, Klaus-Martin Michaelis
Technical Director: Jens Steffen
Creative Assistant: Daniel Siegel, Esra Bueyuekgoganay
Account Management: Annika Hake
Head of Project Management: Hanna von Schultz
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 every single one of them, so that they would actually listen to the new Kontor release.
Just like every good DJ knows – the answer is real vinyl. But, 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.
To reach this very cynical 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.