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Every DJ knows the name. You wouldn't dream of dropping a record on anything other than your trusty Technics SL-1200. You love it because it looks great and feels better. You've considered going digital, but they all feel so plastic. Then you put your hands on this new deck from Technics and you realize just how solid the digital experience can be. |
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| After keeping a low profile for years, Technics needed to start a buzz about their new SL-DZ1200 digital turntable within the DJ community. |
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DJs who consider their passion an art form, their turntable an instrument and the only hard sell a hands-on experience. |
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The best way to convince DJs that the new Technics digital turntables felt the same as their trusty vinyl decks was to let them try it out for themselves. The M3 Summit in Miami proved a perfect place to do just that. Giving the biggest names in DJing a test spin of the new digital decks showed them that the tables had the same feel as the SL-1200 with more digital options than they could have ever imagined.
Those who weren't able to demo the new turntables, got visual stimulation instead. At M3, we commissioned an artist to design special luminescent sculptures to elegantly showcase the design and engineering of the Technics turntables over the last thirty years. Then, to further intrigue the crowd, Technics T-shirts were placed in plastic bubbles and floated in the party pool, transforming the usual promotional handout into a candy bowl art installation.
Outside of the event, Renegade worked with niche publications to run print ads that focused on the stylish aesthetic of the turntables, minus the hype. To integrate the online experience, TechnicsUSA.com was redesigned for DJs in a no-fluff manner. Like the SL-DZ1200s, the site spoke for itself. Then, to top it all off, it featured a video with legendary DJs Louie Vega of Masters at Work and J. Rocc of the Beat Junkies doing what they do best: spinning on the SL-DZ1200. |
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| Currently, Technics cannot keep the SL-DZ1200 in stock due to overwhelming demand. Beyond sold-out turntables and Technics events, a key metric for buzz has been the viral spread of the Technics T-shirts from M3. Throughout the night, partygoers stormed the pool to take home one of the nearly 2,000 floating T-shirts. To date, these T-shirts have been spotted in Los Angeles, San Francisco, New York and Miami. |
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