Grey\'s creative team designs cardboard envelope in shape of album jacket, containing a 45rpm vinyl disc that works as actual record player using in-built \'stylus\' and pencil to spin the record.

1. brand background Idea told the story of ggrP through a initiate conversations with creative
ggrP ggrP is a leading sound house in grey’s response was that ggrP children’s story entitled ‘a town that directors who previously didn’t have
Vancouver, canada. It has a solid needed to prove that it stood found its sound’. the time to talk. The studio has seen
agency reputation and produces award- for creativity in sound, that it It has been sent out to around 300 its new business rise, and the publicity
grey canada, Vancouver winning work, yet was perceived as remained current and relevant, and creative directors so far, the first wave generated has increased ggrP’s
being long in the tooth. could deliver quality and creative sent last summer to those in canada public profile.
Media The studio’s primary touch expression. Its main aim was to and the second, this year, to those in The indirect response has
direct mail, social media and online point for both existing clients and give creative directors across north the uS. More players are trickling out generated even more traffic, featuring
new prospects – its web site – also america a reason to get in touch, as the client sees fit. on over 500 blogs and referenced on
creative director appeared outdated and a major rooted in those core values. The idea was also placed on websites such as Gizmodo, Wired, and
geoff dawson handicap to new business, so it The agency decided that its advertising blogs frequented by The Wall Street Journal.
approached grey with a brief to conversation starter needed to be creatives and a promotional YouTube Social media sites gave it full
art director and illustrator develop a new site. smart, entertaining, simple and movie – done up like an instructional coverage, with YouTube views for the
andrew Mckinley The agency’s reaction to the brief surprising – something that would video for how to use your player – was promotional video increasing by over
was that, in an industry driven by appeal immediately to its target posted on http://www.youtube.com/ 25,000 in less than a week.
copywriter creativity, a sound house couldn’t market. Its solution evolved around watch?v=u7cL0n5rr70 Traffic to the ggrP site grew
geoff dawson risk being seen as dated, tired or vinyl, the number one choice for exponentially, moving from an
predictable. audiophiles and currently enjoying a reSuLTS average of 50 unique visits a week to
date In fact, ggrP didn’t just have a resurgence in popularity. The concept has fired up the creative more than 70,000.
May 2010 problem with its web site, it also It designed a cardboard envelope as community. direct response to the and the final icing on the cake
needed to look at how its brand could an album jacket, containing a 45rpm cardboard player has exceeded 90%, was winning a gold Lion in the direct
be repositioned successfully across all vinyl disc, that – when unfolded and with recipients wanting to talk about marketing, dimensional mailing
areas of communication – albeit with with the addition of a pencil – acted it, or asking for more copies. ggrP category at the June 2010 cannes
a very limited budget. as a working record player. The vinyl has successfully used the mailing to Lions advertising awards.