Title	SOUND OF TOMORROW
Brand	MAZDA
Product/Service	CARS AND AUTOMOTIVE
Category	A03. Cars & Automotive Products & Services
Entrant	THESE DAYS Antwerp, BELGIUM
Idea Creation	THESE DAYS Antwerp, BELGIUM
Production	THESE DAYS Antwerp, BELGIUM
Production 2	MOJUICE Leuven, BELGIUM

Name	Company	Position
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

The entire build-up to the final release of The Sound of Tomorrow was a competition to win Tomorrowland tickets. We invited people to an interactive website on which three drifts where uploaded with separate audio tracks. By operating the sliders of a dj mixer, people could find out which song was drifted. The winners of our competition got to witness the release of our track live on the Mazda-stage of Tomorrowland together with dj Licious.

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.