注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

BACK TO VINYL - THE OFFICE TURNTABLE

基本信息
行业: 媒体与出版
媒体:网络
投放:德国
风格: Minimalism
说明cnen
Results and Effectiveness
To reach this very demanding 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.

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.

Creative Execution
But, as cool as vinyl might be, few creative directors own a turntable anymore. So, we – literally – put a spin on things. Together with the vinyl disc, we mailed them a ‘turntable’ – made from the envelope, and a QR code to play it.

Our 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.

Insights, Strategy and the Idea
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.

We had to find a way to get through to all of them so that they would actually listen to the new Kontor release. Just like every good DJ knows – there’s a unique way to get your audience really tuned in – real vinyl. So that was what we would send the creative directors. No CD, MP3 or USB – just good-old fashioned RPM.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
文案:
美术指导:
客户经理:
其他职位:Technical Director: Jens Steffen
Creative Assistant: Daniel Siegel
Creative Assistant: Esra Bueyuekdoganay
Head of Project Management: Hanna Von Schultz
Awards Coordinator: Toma Soare
Audio Video Support: Matthias Rewig
奖项
D&AD 2014
年鉴奖 手机营销
Mobile Interaction & Experience
戛纳国际创意节 2013
金奖 设计
Promotional Item Design
戛纳国际创意节 2013
金奖 媒介应用
Best Use of Audio
伦敦国际广告节 2013
银奖 非传统类型
Direct Marketing
伦敦国际广告节 2013
铜奖 非传统类型
Business-to-Business
最新更新
加载中...
赞助商