Motivated by an on-product message, our audience visited the SoundWave website, entering a competition to win a trip on the SoundWave Express. They could search for music festivals, download and access music videos and travel guides. The train transported winners and press to the hottest festivals in Europe in Summer 2005, offering on-board entertainment with dance and live-music carriages. It was a 480m billboard– a unique brand statement that scaled cities and borders through Europe.

The success of the SoundWave idea is best demonstrated by the fact that Coca-Cola are continuing with the SoundWave platform. They have registered the SoundWave trademark worldwide as an asset for the brand. SoundWave will be used as the core platform for their music activities throughout Europe.