BERLIN FASHION FILM FESTIVAL:
FINALIST – BEST FILM FROM ASIA PACIFIC, CINEMATOGRAPHY
FINALIST – BEST FILM FOR LIFESTYLE.
Today, the vinyl revival is in full swing. But why are so many people going ‘back to black’? Sony Music believes vinyl has always been the ultimate listening experience. Whether it’s actually being able to hold the record, hearing that warm crackle as you place the needle down, or just taking in the stunning album covers that are artworks in their own right, there’s something wonderfully intimidate about vinyl that makes the whole listening experience… more of an actual experience.
THE CAMPAIGN
We started by creating a brand identity. This allowed us to develop merchandise and clever direct marketing material. We then built a website hub driven by a content marketing strategy which was built around exciting vinyl-related news, tips and advice.
We then launched the campaign with a vivid 60 second commercial on prime time television, followed by multiple artist-specific 15 second spots.
THE RESULTS
In the first month since the launch of the campaign, Sony’s vinyl sales increased by a whopping 400%.
Viva La Vinyl indeed.
“Sony Music Australia is delighted to bring this wonderful range of titles through Viva La Vinyl to both passionate young music fans to discover these great artists and to long-time fans who have enjoyed these albums as the sound track of their lives”
