Cannes Lions

Technicolour Sound

MSL GROUP LONDON LIMITED, London / TECHNICS / 2023

Presentation Image
Case Film
Demo Film
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

Since 1972, the SL-1200 turntable has been turning the tables. It's the go-to for DJs throughout the ages, from hip-hop to techno.

Our brief was a simple – create a talent-focused social campaign that celebrates the 50th year anniversary of the Technics SL-1200.

Technics wanted to make some noise, to show why the SL-1200 is a symbol of music’s

endless colour and creativity. They’d created seven limited-edition coloured decks; it was up to us to reach and engage a generation of music lovers, and prove live music isn’t just what you hear - it’s what you feel.

Idea

Inspired by synaesthesia, we explored the science of representing music by colour and motion. Resulting in an immersive, multi-sensory experience. Technicolour Sound.

Technicolour Sound is a 3-month campaign driving reach, social engagement, and traffic to Technics.com. Powered by a collective of seven social-first DJ’s, ranging from rising stars, like DJ Gigola, to veteran heroes, like Simon Dunmore, each providing authentic and technical perspectives. They came together to create a genre and country spanning collaboration that sparks meaningful conversations around music.

Handpicked using our proprietary influencer platform and deep research. Then, co-developed music using the coloured decks.

Seven turntables. Seven colours. Seven genres. Seven countries. One Technicolour set.

Strategy

Using our proprietary influencer platform, Fluency, as well as a deep-dive into music genres and sub-cultures, we partnered with seven emerging and established artists from across the world, co-developing music using a limited-edition SL-1200 coloured deck.

Technicolour Sound was a 3-month campaign driving reach, social engagement, and traffic to Technics.com. The collective of seven social-first DJs, ranging from rising stars, like DJ Gigola, to legends like Simon Dunmore, each providing authentic and technical perspectives.

They came together to create a genre spanning, geography defying collaboration that sparked meaningful conversations around the role of the SL-1200 in music.

Seven turntables. Seven colours. Seven genres. Seven countries. One Technicolour set.

Execution

Seven sensational mixes were edited together into a single blowout set. A world-first collaboration, breaking the barriers between genres, disciplines, and cultures. They told their own individual stories looking back on the last 50 years of the industry, give tech demos using the colourful limited-edition SL-1200 turntables.

From the start of production in March 2022, through to launching the campaign in

September, with our intuitive influencer selection, we celebrated the SL-1200. A true celebration of sound, connecting music lovers of all generations, worldwide. Proving that whatever your musical preference, our hearts all pulse to the same beat.

All powered by the SL-1200.

Followed by branded content of our DJs reflecting on 50 years of sound. And all shared on their channels to an audience of diehard fans.

A celebration of the colour and vibrancy of music. Powered by the SL-1200 – and a music partnership that’ll echo through the ages.

Outcome

We had incredible engagement of 54 million minutes of content watched and over 385,000 video plays. Also, an organic reach of 350,000 and more, which was 40% more than our target.

Plus, we turned the heads of some of music's biggest legends, with the likes of David Guetta posting comments in support.

Through strategic partnerships with music artists, Technics had an authentic voice in celebrating the vibrancy and diversity of music, pushing their reach to new audiences. while placing the SL-1200 at the centre of the story.

This special anniversary decks sold out in weeks, and are now a collector’s item and selling for 100% over list price on eBay.

Similar Campaigns

9 items

1 Spikes Asia Award
Project Huey

GOOGLE BRAND STUDIO APAC, Pyrmont

Project Huey

2022, GOOGLE

(opens in a new tab)