Boris Dlugosch release
Paul Crowther
Issue 27 | July 2013
Agency
OgilvyAction Dusseldorf/OgilvyOne Frankfurt
Creative Team
Chief Creative Officer, OgilvyOne: Stephan Vogel Executive Creative Director, OgilvyAction: Martin Seele Executive Creative Director, OgilvyOne: Uwe Jakob Art Director, OgilvyAction: Tobias von Aesch Art Director, OgilvyOne: Klaus-Martin Michaelis Copywriter, OgilvyAction: Martin Seel, Mike Bayfield Creative Assistant, OgilvyOne: Daniel Siegel, Esra Bueyuekdoganay
Production Team
Technical Director, OgilvyOne: Jens Steffen
Other Credits
Account Management, OgilvyAction: Annika Hake Head of Project Management, OgilvyAction: Hanna von Schultz Awards Submissions: Toma Soare NHB – Audio Video Support: Matthias Rewig
Date
n/a
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.
Idea
Just like every good DJ knows – the answer is real vinyl. But, few creative directors own a turntable anymore. So they – literally – put a spin on things. Together with the vinyl disc, they mailed them a ‘turntable’ – made from the envelope, and a unique smart-phone app to play it.
Their audience just had to flip the envelope and then put the disc on the ‘turntable’. They could then 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 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.
Results
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.