The Brief:
Celebrate the launch of Turners, an online store for vinyl records, with an awareness campaign. They don’t have an identity, a branding device or a campaign yet, so this is where you come in.
The target is music lovers in Ireland with a focus on Gen Zs and Millennials across the country.
The insight is that mass consumption through streaming has cheapened music. Music sounds better on vinyl because this leads to a more tangible, authentic, nostalgic, connected listening experience.
The Response
The first hurdle is to convince people of the value of paying more for a single album than they would for access to the entirety of the world’s back catalogue for a month.
These are people who curate their lives. Wear the right clothes. Follow the right Instagram accounts. Know what’s happening. They prioritise the aesthetic over the functional. they lead a carefully curated life. Which is good because a carefully curated life needs a carefully curated record collection.
But first. The name. Turners. Really?
So I changed that, embraced the idea that we’re selling a lifestyle as much as a double album and summed it all up in a simple line.
33POINT3
FOR THOSE WHO TRULY VALUE MUSIC
DART/LUAS CARDS
SOCIAL MEDIA/WEBSITE
Video
Yes, our generation lives online. So we will do social. Instagram. Tik-Tok. YouTube. Short videos of one person in a studio. White sych. Quick cuts. Crisp sound design. Each video features one person taking about their favourite record.
The individuals themselves should be interesting and a little unconventional. A young alternative woman. An older man, immaculately dressed, with tats and a story to tell. A shaven headed lad full of piss and vinegar.
We’ll see them handle the vinyl with care, turn the sleeve over in their hands, cut in and out of details, see smiles, grimaces.
And end up with them saying to camera: 33point3
