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 every single one of them, so that they would actually listen to the new Kontor release.

Just like every good DJ knows – the answer is real vinyl. But, 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, put the disc on the ‘turntable’, 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.

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.

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 fuss. Just analogue fun with a digital device.