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Boris Dlugosch release

Paul Crowther

Issue 27 | July 2013

Background

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.

They 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.

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