Cannes Lions

THE PHILHARMONIC TURNTABLE ORCHESTRA

DENTSU INC., Tokyo / TECHNICS / 2018

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Overview

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Credits

Overview

Description

The world’s first orchestra comprised only of turntables as instruments, played a composition starting with the song that was the world's first sold LP: “Mendelssohn’s Concerto in E Minor.” The ensemble included thirty highly skilled DJs gathered from all around the world. Using this amazing turntable and the DJ's equally amazing techniques, they re-organized fragments from several classical music record sources, and played a completely different and new kind of music.

Technics slogan “Rediscover Music” was then capped off with a video.

Execution

We released the video and making of on Youtube on the Japanese “Day of the Record” (20 March), which is the day that the first song in the video, Mendelssohn’s concerto, was released in Japan. Without raising costs, we planned for our project to be broadcast on TV and released only the PR. Meanwhile, we also put up advertising in Tokyo and Osaka’s main station terminals to introduce the “Philharmonic Turntable Orchestra” artists. At the same time, we also opened the special website for “The Philharmonic Turntable Orchestra.”

Outcome

Amount of Youtube views in one month after release grew to over 300 000 (All organic views)

with Youtube views still steadily growing as we speak.

Furthermore, without doing any paid PR, we were broadcasted on more than 200 news channels in numerous countries all over the world.

Potential media impression total 53 million.

The campaign also acquired the biggest exposure in Technics’ history.

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