| Title | SOUND OF TOMORROW |
| Brand | MAZDA |
| Product/Service | CARS AND AUTOMOTIVE |
| Category |
A03. Cars & Automotive Products & Services |
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Entrant
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THESE DAYS Antwerp, BELGIUM
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Idea Creation
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THESE DAYS Antwerp, BELGIUM
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Production
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THESE DAYS Antwerp, BELGIUM
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Production 2
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MOJUICE Leuven, BELGIUM
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Credits
| Sam Devolder |
These Days |
Creative Director |
| Tomas Van Loon |
These Days |
Copywriter |
| Gertjan De Smet |
These Days |
Art Director |
| Dennis Noten |
Dennis Noten Photography |
Photographer |
| Tony Kopec |
Mojuice |
Film Director |
| Michael Bombeeck |
M!tch |
Production Company Producer |
| Jeroen Michiels |
These Days |
Interactive Designer |
| Olivier Berger |
These Days |
Programmer |
| Veerle Struyf |
These Days |
Programmer |
| Bram Verdyck |
These Days |
Programmer |
| Seppe Dogge |
These Days |
Account Manager |
| Tom Thijs |
These Days |
Account Manager |
The Campaign
We created The Sound of Tomorrow: the first dance track ever, drifted by a car. To make this possible we built a gigantic record player and used the agile Mazda MX-5 as the needle. A professional stunt driver drifted the car around on the record while Tomorrowland DJ Licious gave directions and recorded the song. Thanks to 3D mapping and tracking technology every movement was registered. By drifting over the right part of the record at the right speed, the song was played perfectly. The final mix of our drifted song was released by DJ Licious live on the festival, online through a music video and offline through vinyl albums.
Creative Execution
Before releasing our drifted Tomorrowland track, three drifts were uploaded on www.soundoftomorrow.be. We invited people through bannering and teasing video prerolls to our interactive website where they could win Tomorrowland tickets.
After the competition the track was released on the festival by Tomorrowland dj Licious and then spread online through a music video and offline through vinyl records.
More than 400.000 people interacted with our campaign and earned more than 8,5 million media impressions. The Sound of Tomorrow also generated qualitative PR-coverage before, during and after the festival, demonstrating the new face of Mazda to a young public. All resulting in a 81,4% brand appreciation within our target group of 18-35.
Tomorrowland is a dance festival where everything seems possible.
Therefore the visitors of Tomorrowland have very high expactations. So to claim our sponsorship in a relevant way we needed something they weren’t expecting. With The Sound of Tomorrow, Mazda became a part of the festival as we created a dance track using a drifting car.