GGRP Cardboard Record Player Naar overzicht
GGRP is a premier sound house, based in Vancouver, Canada. Despite a strong reputation, and a history of award winning work, GGRP was suffering from the perception that they’d become long in the tooth. They wanted to show that GGRP still stood for creativity in sound.
To meet this objective, the campaign targeted existing and potential new clients, across Canada and into the US.
Everything vinyl represents seemed to fit GGRP perfectly. From that creative leap emerged a new brand identity and website.
To promote the changes, the original plan was to send out vinyl records but nobody has a gramophone any longer.
Research and several failed prototypes led to the creation of the album cover-as-player concept. The mailing itself played the music.
Over 90% of recipients responded in some way, often by asking for more copies. But it was the indirect responses that generated the most traffic. It became an internet phenomenon, on over 500 blogs such as Gizmodo and Wired. YouTube views for the promotional video have increased by over 20,000 in under a week. Traffic to the GGRP site grew exponentially, moving from 50 visits/week to more than 70,000. The viral nature of the record player’s success has created more conversations with the creative community than GGRP ever expected.
At Cannes 2010, almost all the Gold winners were campaigns using online video in some way and almost all were created by above-the-line agencies. This too was created by an ad agency rather than a direct marketing specialist but it was about the only winner to use mail. So, if direct agencies can’t win direct awards any longer, something is happening. Whenever I have shown this piece, it has sparked debate with some people thinking it is brilliant and others believing this is an agency ripping off an idea which a young designer created as a project to use packaging more imaginatively. What do you think?
Use of Direct Marketing
Client: GGRP Sound House Vancouver
Title: Cardboard Record Player
Media: Direct Mail
Agency: Grey Vancouver Canada
Associate Creative Director/Copywriter: Geoff Dawson
Art Director: Andrew McKinley
Production Manager: Dennis Isaacson
Sound Design, Recording Studio: Meg Griffiths
Production, Dyna Graphics: Rick Selinger
President, Vinyl Guru: David Read
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