THE PHILHARMONIC TURNTABLE ORCHESTRA

TitleTHE PHILHARMONIC TURNTABLE ORCHESTRA
BrandTECHNICS/PANASONIC CORPORATION
Product / ServiceTECHNICS/ SL-1200
CategoryA07. Use of Talent
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DENTSU CREATIVE X INC. Tokyo, JAPAN

Credits

Name Company Position
Yu Kaneno Panasonic Corporation Panasonic Corporation
Goro Ohsawa Panasonic Corporation Creative Director
Kentaro Suda DENTSU INC. Creative Director
Ryuta Kimura DENTSU INC. Planner / Copywriter
Toshihide Kimura (moodman) DENTSU INC. Creative Director
Yasuhiro Tsuchiya DENTSU INC. Creative Technologist
Satoshi Kohno DENTSU INC. Art Director
Takumi Ichikawa DENTSU INC. Copy Writer
Takeshi Saito DENTSU INC. Account Manager
Shunsuke Matsumoto DENTSU CREATIVE FORCE INC. Creative Producer
Takuji Okamoto Dentsu Creative X Inc. Producer
Takahiko Fukumori Dentsu Creative X Inc. Producer
Mayumi Watanabe Dentsu Creative X Inc. Production Manager
Atsushi Nozaki Dentsu Creative X Inc. Production Manager
Ryohei Ishii Dentsu Creative X Inc. Production Manager
Yuta Kato Dentsu Creative X Inc. Production Manager
Koichi Iguchi Soursox Director
Keisuke Tominaga PIANO INC. Music Producer
Tomonori Hayashibe(Plus-Tech Squeeze Box) STUBBIE Composer / Arrangement
DJ Mitsu the Beats Freelance Sampling & Music supervisor
Nobuhide Okabe PIANO INC. Music Production Assistant
DJ Sumantri Freelance Mixing and Mastering
Takaki Kumada Freelance Photographer
Nicke Jacobsson The Talent Group Colorist
Tetsu Moritera Light Laboratories Lighting Director
Kengo Inoue Freelance Designer
Manami Osumi Freelance Stylist
Yu Hirasawa Freelance Offline Editor
Akio Sakamaki jitto inc. Editor
Tsuyoshi Sakado Freelance Mixer

The Campaign

Commemorating the first ever released LP record, we created an orchestra that used only the analog record player SL-1200 as an “instrument.” We made this the brand ambassador. With members like scratch legend Q-bert and DJ Rena, the world's youngest scratch champion at age 13, the “ensemble” was comprised of 30 highly skilled DJs from all around the world. They re-organized several classic record sources, starting with the song that was the world's first commercially sold LP: “Mendelssohn’s Concerto in E Minor,” by utilizing their numerous skills, resulting in a completely different and new kind of music. We transmitted the Technics brand slogan “Rediscover Music” all over the world.

Creative 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.”

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. The Youtube views are still steadily growing as we speak.

The audio brand Technics created the “world’s first orchestra that uses turntables as instruments” using its product, the SL-1200. Together with DJs from all over the world, we created entertainment contents that would go become part of the history of a product that has helped create several new music genres in the past. With this, we were able to convey our brand message.

We utilized the product, which is both a high-end audio product as well as being a cornerstone in the club scene that is loved by DJs the world over, to create a fusion between scratching, a component of DJ/ Hip Hop culture, and a classical orchestra. Rather than an ad, we created contents that would be known simply as “the world’s first turntable orchestra” performing using "the first LP record ever sold” (Mendelssohn), to create something completely new that made global news and reached hardcore music fans as well as a mainstream audience around the world.

Links

Website URL