Record labels used to do almost anything to get their releases noticed. When I was a college radio DJ, our station once received a CD in a bag of dirt, so it would stand out next to the stack of padded manilla envelopes.
Today, labels and other music owners face a similar challenge in getting noticed by the big ad agencies — a welcome source of revenue (in addition to television placements).
To get noticed, Kontor Records (with the help of public relations agency Ogilvy Deutschland) chose not a bag of dirt, but an actual vinyl record, along with a player. Sort of.
Observe, as advertising executives open the vinyl, fold its box into a fake record player, and then place their iPhones onto the cardboard in order to “play” the records:
Kontor Records’ “The Office Turntable” recently won a Cannes Lion award for best use of audio in a media product. As mentioned in the video, the response from ad directors was quite positive indeed, which is a good thing, because otherwise this thing would have been a big waste of money:
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 an intriguing promotion, even though, of course, the “analog” piece of the puzzle is largely for show. If someone could devise a way to turn an iPhone into a vinyl stylus (with or without a little car to drive it around), we have a feeling it would be a winner: all the fun and hipness of vinyl without, you know, that bulky record player and its weird output.