The Brief:

Tonium was a Swedish start up set up to launch a new innovation in music and DJing; a highly disruptive piece of tech called the Pacemaker. The Pacemaker is a set of turntables, a mixer, an FX unit and every record you’ve ever owned, all miniaturised into a hand-held device. Sliding Doors was tasked with launching the Pacemaker to UK media, to deliver the key brand and product messages while making as much noise as possible!

What We Did:

Sliding Doors put a great deal of time and effort into understanding the product and became experts at demonstrating its functions. We set up strong lines of communication with Tonium to ensure that all aims and objectives were clear, then used our strong connection to the music industry and music press to start securing key early support. We positioned Pacemaker as a truly disruptive technology with potential to change an entire industry, and created a huge response. Sliding Doors organised events to showcase Pacemaker in action, including DJ’ing at the DJ Mag Top 100 Awards and creating the first DJ busker for a Mixmag feature. We built a team of ambassadors and organised gigs such as a University Tour and a large warehouse event alongside legendary DJ, Sasha. We successfully targeted music, technology and lifestyle media, across TV, radio, print and online, managing reviews, logistics and all incoming press.

What We Achieved:

Sliding Doors secured ubiquitous, high impact coverage in a wide range of key targets including influential TV placements such as The Gadget Show (3 times), heavy support from Stuff Magazine (Pacemaker ended up #3 in the Stuff Cool List end of year awards), significant ongoing coverage from all relevant music / DJ press, including Mixmag, DJ Mag, iDJ, Resident Advisor and more, features in various national newspapers, including The Independent, and The Sunday Times, and numerous other high impact pieces.

The campaign delivered a platform that enabled Tonium to open key retail accounts, while establishing the brand and sparking debate everywhere. Sliding Doors ran a highly positive campaign which delivered a reach of many tens of millions across all forms of media.