THE BRIEF: Launch Technics hi-fi systems and the Technics Tracks music service.
HOW WE DID IT: Technics is a famous Panasonic brand. So famous, in fact, that many consumers didn't know it had stopped being active in the nineties.
Returning to the market with ultra-modern luxury hi-fi systems was a different proposition to the landmark DJ turntables which had ensured the brand lived on in the hearts of music fans. To show the media the new systems and explain the Technics Tracks album download service, we needed to bring together Technics, 7 Digital and record labels like Universal to answer the questions on the lips of all media - why are you coming back now?
We hosted a day of media demos and speeches at Audio Lounge London, located behind Selfridges. The BBC, The Sun, Metro, Tech Radar, The Independent, The Guardian, Wired and 32 key media arrived throughout the day.
The question of why Technics was back was answered - now is the time for high resolution digital music and that's something that Technics helped establish and continues to promote with a truly next-generation system.