Germany Record label Kontor Records used the strength of direct mail to ensure musicians’ voices were heard in their Back to Vinyl campaign.

Kontor Records wanted to capture agency creative directors’ attention, change their perception to believe all music is worthy of a chance and inspire them to listen to true and honest music by Boris Dlugosch in an engaging and interactive way.

How they did it

• 900 creative agencies were sent The Office Turntable – a paper turntable and a vinyl record
• Creative agency directors were invited to listen to new music by using their smartphone to scan the QR Code embedded in the mailer
• By placing the phone in its dedicated place in the mailer, the music would start playing through the phone via a virtual needle

The results

• 71% of the QR Codes were activated
• 64% increase in targeted listener responses
• 42% followed the link to the online store

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