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.
The Turntable That Fooled the Unimpressibles
Targeting the Agency Trash Can
Ogilvy Germany identified a specific hurdle: high - level creative directors, dubbed the un - impressibles, who habitually discarded promotional CDs or passed them to assistants. To bypass this, Uwe Jakob and Martin Seele pivoted to the phygital space, combining a real 7 - inch orange vinyl with a specially engineered cardboard envelope. While the mailer looked like a high - end design object, it functioned as a paper turntable. By scanning a QR code, recipients downloaded a custom app that transformed their smartphone into a virtual needle. When placed on the paper deck, the phone’s sensors allowed users to play and even scratch the digital track as if it were physical media.
71 Percent Activation Rate
The campaign promoted the track Look Out by artist Boris Dlugosch and achieved engagement levels rarely seen in B2B direct mail. Out of 900 physical mailers sent to major agencies, 71% of recipients activated the device - a rate 64% higher than the industry average. The tactile nature of the mailer drove significant commercial action, with 42% of users following the link to the Kontor Online Store.
The Secret App Store Launch
Though the physical mailers were exclusive to industry leaders, the production team at Pflanz Produktionsservice and Monster Films ensured the technology had a life beyond the mailbox. The companion app was briefly released on the App Store for $1.59, allowing the general public to experiment with the virtual turntable interface. This strategy turned a niche B2B tool into a broader cultural talking point, proving that analogue nostalgia could successfully revitalize then - struggling digital tools like QR codes.
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.
