Mazda: The Sound of Tomorrow
The whole setup of this project is to show the dynamic and young nature that the MX5 of Mazda really is.
Challenge
The whole setup of this project, is to show the dynamic and young nature of the cars of Mazda really is. We want to emphasise the fact that Mazda is a fun brand with an open mind to youngsters and future consumers.
Idea
Mazda’s goal is to position the brand towards youngsters by linking Mazda to the most popular Belgian Festival, Tomorrowland. The link was created through making music with a drifting Mazda MX5. On the ground, a vinyl was installed to reflect a DJ set. We measured where the cars was going on the vinyl and so a track was created. This was put on the website where people could participate in guessing which track was being drifted by the car. Pitch sliders where active on the website so people could slow down or speed up the song, change tones etc, to be able to better guess the song. The whole project was driven by a well-known DJ of Tomorrowland, DJ Licious, who was used as an ambassador for the project.
Delivery
We launched this concept through adapted platforms for this particular Tomorrowland-audience. Music was key and central in this campaign, using Spotify, YouTube and Facebook. We targeted specific audiences by using the TML context within all platforms. By integrating 3 of the most important youngster platforms, we covered the biggest part of the audience. We interacted with the TML audiences through audio teasers on Spotify, followed by a visual teaser where people could use the sliders to get a glitch of the drifted songs. The same was done on YouTube and Facebook, only with people who were looking for TML-related content. By smart use of formats and interactivity within these formats, we seduced a large number of people to interact with our campaign.
Results
The results of this campaign were stunning for such a small budget. We got mentioned in a lot of news media and it spread through the online community on the same moment that the buzz around Tomorrowland started. In total, 45% (!) of the people on the landing page, started participating in the contest. More astonishing, 42% of the website visitors left their data and confirmed the participation, so we only lost 6% of the people who started.