Technics: Case study

Credits & Description:

Title THE PHILHARMONIC TURNTABLE ORCHESTRA
Client TECHNICS / PANASONIC CORPORATION
Product/Service TECHNICS / SL-1200
Entrant DENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production DENTSU CREATIVE X INC. Tokyo, JAPAN
Yu Kaneno Panasonic Corporation Exective Creative Director
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
Links
Website URL: https://phil.technics.com/
The Campaign
With the current renewed interest in analog records and momentum running up, in order to recapture the awareness of the Technics SL-1200 series, Japan’s world-class, classic record player, we created "The Philharmonic Turntable Orchestra", The world's first ensemble performance using only Technics SL-1200 series turntables and mixers and 30 DJs from all around the world. We emphasized the level of synchronization for sound and visuals on the website. We carefully put together a program that ensures a high level of synchronization on both PC and smartphone platforms. The video file is loadable, and since we predict the contents will receive a lot of buzz internationally, we are taking measure to prepare the back-end and distribute using CDN.
Creative Execution
ONLINE VIDEO AND MUSIC: Starting with the world’s first LP record “Mendelssohn’s Concerto in E Minor,” we gave a performance in which DJs built an entirely new song using various classic sound sources and their various techniques. This performance put on Youtube, Soundcloud and Special Website. SPECIAL WEBSITE: The PC and mobile website creates an interactive space with an interface based on Technics turntables and mixers. Users can mix parts, control pitch, and use cue controls to manipulate the video, just like the DJs in The Philharmonic Turntable Orchestra. The users can fill the role of both DJ and conductor as they control the performance themselves. Thanks to this, users can edit, mix and "Rediscover Music" for themselves just like DJs throughout music history.
Indication Of How Successful The Outcome Was In The Market
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.