The past decade the Mazda brand suffered a lack of appreciation in the 18-35 target group. Young people felt it was a brand with cars for older people. The last years however the complete line-up had changed and it was time to bring Mazda back to the attention of this younger audience. That’s why Mazda started a partnership with Tomorrowland, one of the craziest and most spectacular dance festivals in the world. So we had to find a very relevant and eye-catching way to communicate this partnership to the music-loving public.

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.