BACKGROUND
The Mazda MX5 is an iconic car. At least for older people. For young people, it’s just another car. With the beautifully designed new model Mazda wanted to expand its market and make the car famous with both young and old.
THE IDEA IN SHORT
As sponsor of Tomorrowland we built a gigantic record player and used the Mazda MX5 as the needle. A professional stunt driver drifted the car around on the huge record. Thanks to 3D mapping and laser tracking every movement was registered. The better the driver drifted, the better song played.
CONTEST
On Facebook people could guess the song the driver drifted, giving them a chance to win all kinds of exclusive Tomorrowland experiences.
RESULTS
More than 400.000 people interacted with our campaign. The Sound of Tomorrow earned more than 8,5 million media impressions and generated qualitative PR-coverage before, during and after the festival, showing the new face of Mazda to a young public. This all resulted in a 81,4% brand appreciation within our target group of 18-35.
