BMW x Tomorrowland : Creating a Symphony of Unity
Challenge
Our challenge was to create a campaign to highlight the BMW x Tomorrowland partnership. BMW Belux is a main partner of worldwide known musical festival Tomorrowland. The campaign was divided into 3 phases. In every phase, the aim was to inspire Tomorrowland fans with BMW models and highlight BMW as a strong partner. An extra challenge in this campaign came from the fact that there are 3 entities overlooking the campaign (TME, BMW & Tomorrowland). This means every asset needs validation from both BMW & Tomorrowland leading to reduced lead times.
BMW x Tomorrowland: Orchestrating Harmony across 3 phases
Solution
We created a campaign to highlight the partnership that was divided into 3 parts.
A selection of classical artists were able to join the Symphony of Unity during their live performance at Tomorrowland Belgium. To gather inscriptions, a contest was held in different countries (Belgium, Luxembourg, Germany, Italy, Switzerland, United Kingdom, Ireland).
In Belgium’s most used Airport, a BMW is displayed the whole year for passengers to have a look while catching their flight. If during the year regular BMW Models are displayed, the aim for this campaign was to have a branded Tomorrowland BMW in the departure hall to attract passenger’s curosity towards this partnership. In addition to this booth, we communicated about it accross different channels. List of assets : Car wrapping, Booth > floral decoration & 3D elements, Totem stickering, Directional sound, OOH, Floor sticker, Landingspage, In-app article, CRM
The lucky winners of the Phase 1 Contest “The Symphony of Unity” gathered together in Dubai for a Bootcamp. The aim was to develop their talent further & tell their personal relation with music. From this bootcamp, an inspirational & emotional video saw the light and was used for communication. (Social, Landingpage, Car-Stickers)
