‘Back To Vinyl: The Office Turntable’ Merges Analogue and Digital, Wins Cannes Lions Gold
Last week, at Cannes Lions Festival, Diddy pitched Revolt TV and Damian Kulash went in search of sponsors. But a huge part of the marketing and advertising Festival involves awards, one of which went to a unique project designed to take vinyl cool and create a hybrid analogue/digital marketing campaign for Germany's Kontor Records.
Cannes Lions International Festival of Creativity is a major event for marketing and ad agencies with a wide range of awards. This year's competition received 35,765 entries from 92 countries. How they sort that out, I have no idea.
But once they did, a Media Lions Gold Lion went to "Back To Vinyl – The Office Turntable."
Back to Vinyl – The Office Turntable
The campaign was created by Ogilvy Deutschland for Kontor Records.
Instead of sending out CDs to advertising agencies which some might trash or use as coasters, Ogilvy Deutschland worked with Kontor Records to create a package that includes a vinyl record and a unique player based on a turntable that plays music using a smartphone. That sentence will make more sense if you watch the above video.
I have to admit, some of the details aren't quite clear but it's definitely an attention getter. According to the Cannes Lions site:
"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."
It's also quite possible that recipients showed the package to others or passed it along and thus extended the life of the campaign beyond the initial listen.
Urbanears Scratch Poster
If you're interested in other vinyl-inspired campaigns, here's an interesting interactive poster created for a mobile app released by Urban Ears headphones.
More: A Cardboard Record Player Rekindles Forgotten Direct Mail Magic
Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at Flux Research and Crowdfunding For Musicians. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.
They really need to bring this technology to market…