In an ever increasing digital world bridging the gap between analog and digital can be tough. Coming up with a direct mail piece that grabs the attention of time starved creative directors can be just as hard if not more so. The video below actually dropped on YouTube back in May, but I just got an email about it last night from a friend. Kontor Records, the worlds largest dance label wanted to promote the new Boris Dlugosch to ad agencies.
Rather than send them a promo CD, or an email with a link to MP3 tracks on the album, they created “Back To Vinyl”, a physical record that you play with your smartphone. Housed in a well designed sleeve, that folds into a physical record player, “Back To Vinyl” generated some impressive results for a direct marketing piece. It actually got 71% of the recipients to scan the QR code and activate the player. From that they got a 42% click through rate to the Kontor online store. Not bad at all for direct mail.
Here is a fun little video promoting the Adana Twins world tour. Each country is represented with icons and symbols that are associated with them. The entire piece is shot from directly overhead, and seamlessly edited to feel like it was done in a single take. The bright colorful background and object pair well with the electronic dance music the duo is known for, and the fact that they didn’t do this as a stop motion piece is really refreshing. Produced by visualism, this is a great way to get you through the middle of your week.
Concept & Idea: visualism | design & direction
Camera & Lightning: Marco Boysen
Edit & Animation: Lukas Haider
Assistant: Fathia Ghazi
Music: Tiger Stripes – This Man (Adana Twins’ Disco Vox Remix)