Back To Vinyl: The Office Turntable
Kontor Records, for their Back To Vinyl initiative, wanted OgilvyAction Düsseldorf / OgilvyOne Frankfurt to solve a critical challenge: how to get creative directors to engage with new music promos, as traditional CDs were ignored. The brand needed an innovative way to bypass this issue, grab their attention, and effectively showcase new tracks. The desired outcome was to create buzz and ensure their music was heard by this influential audience.
Creative Idea
Kontor Records built a smartphone turntable to make creative directors interact with music promos, bypassing ignored CDs.
Kontor Records created an innovative office turntable that transforms smartphones into vinyl record players to help creative directors engage with their music promo, bypassing the typical ignored CD format. By designing a unique, easy-to-use device that combines analog vinyl with digital smartphone technology, they found a creative way to grab the attention of their target audience and showcase their new music track.
Creative Strategy Deconstructed
Company
As a leading global dance music label, Kontor Records possessed the authentic DJ heritage and physical vinyl assets that represent the gold standard of music culture. They had the credibility to reintroduce analog formats as a premium, high-status commodity.
Category
The industry typically relies on generic promo CDs or digital download links that are easily ignored by overwhelmed industry professionals. Most promotional mailings prioritize low-cost convenience over sensory impact, leading to a high disposal rate.
Customer
Creative directors are notoriously cynical toward standard outreach but harbor a deep appreciation for tactile, well-designed objects. They feel a tension between their digital work life and their desire for aesthetic, analog experiences.
Culture
The campaign capitalized on the 'New Analog' movement and the vinyl revival, where physical media became a symbol of authenticity. It cleverly bridged the gap between nostalgic hardware and the ubiquity of smartphone technology.
Company
As a leading global dance music label, Kontor Records possessed the authentic DJ heritage and physical vinyl assets that represent the gold standard of music culture. They had the credibility to reintroduce analog formats as a premium, high-status commodity.
Category
The industry typically relies on generic promo CDs or digital download links that are easily ignored by overwhelmed industry professionals. Most promotional mailings prioritize low-cost convenience over sensory impact, leading to a high disposal rate.
Strategy:
Leverage the tactile prestige of vinyl to bypass digital clutter and capture the attention of aesthetic-driven creative leaders.
Customer
Creative directors are notoriously cynical toward standard outreach but harbor a deep appreciation for tactile, well-designed objects. They feel a tension between their digital work life and their desire for aesthetic, analog experiences.
Culture
The campaign capitalized on the 'New Analog' movement and the vinyl revival, where physical media became a symbol of authenticity. It cleverly bridged the gap between nostalgic hardware and the ubiquity of smartphone technology.
Strategy:
Leverage the tactile prestige of vinyl to bypass digital clutter and capture the attention of aesthetic-driven creative leaders.
Results
The response to the campaign was very impressive. 71% of the 900 Turntable QR Codes were activated. This activation rate is 64% more than the average response for similar campaigns. Furthermore, 42% of recipients followed the link provided to the Kontor Online Store. An additional outcome was that DJ Boris Dlugosch liked "The Office Turntable" concept so much that it was featured in his new music video, receiving exposure on all major music channels, both offline and online.
71%
QR Codes activated
64%
more than average response
42%
followed link to Online Store
Strategy Technique
Break a Category Convention
Traditional CD music promos were ignored, a clear category convention. The brand broke this by creating an innovative physical turntable, ensuring music engagement.
Explore Technique
Creative Technique
Spacetime Warp
Kontor Records fused analog vinyl with digital smartphone technology. This created an innovative office turntable, blending old and new to grab attention.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional due to its innovative blend of tangible product design with digital technology to create a unique and highly engaging interactive experience. It masterfully solves a common marketing problem with a clever, multi-sensory approach.
The physical 'Office Turntable' mailer, designed to mimic a real turntable and integrate with a smartphone, is a brilliantly conceived and executed piece of interactive product design.
The seamless smartphone web-app that transforms the phone into a functional needle, allowing for interactive play, scratching, and pitch control, showcases strong digital craftsmanship.
The minimalist, clean aesthetic of the paper turntable and the vibrant orange vinyl creates an appealing visual contrast and reinforces the brand's modern and innovative image.
The campaign successfully merges physical direct mail, digital interaction, and music promotion into a cohesive and memorable experience, generating impressive engagement and earned media.
The campaign's true genius lies in the synergistic combination of its physical, digital, and musical elements, creating an immersive experience that traditional methods couldn't achieve.
