16: DIGITAL DESIGN (App)
Sound Tracks - Formula E
HKG e-Prix 2019
|Title of Entry:||Sound Tracks|
|Product/Service:||HKG e-Prix 2019|
|Client:||Formula Electric Racing (HK) Ltd|
|Entrant Company:||TBWA Hong Kong|
|Creative Agency:||TBWA Hong Kong|
|Chief Creative Officer:||Jerome Ooi|
|Account Manager:||Vanessa Yeung|
|Creative Director:||Joe Choi, Mikey Batt, Mike Choy|
|Date of Release:||2019-02-14|
|Digital Producer:||Matthew Yu|
|Notes:||Formula E is more than just car racing. It’s an action-packed weekend combining sports, technology and music that’s designed to appeal to a younger audience than traditional motorsports. For the 2019 Hong Kong e-Prix, Formula E was set to introduce its biggest update to the series to date: the all-new Gen2 race car. Instead of simply promoting the race like precious seasons, Formula E needed to get people excited about the game-changing Gen2. But without a physical car available, we had to engage fans in a totally different way.
How can we generate excitement about the racing event without unveiling the star of the race in a city where the popularity of car racing is low?
Instead of simply giving the fans a glimpse of this new car, we let them be the first to engage with it using the other core components of Formula E: music and technology. We turn the unique sound of the Gen2 car into something that fans can get excited about.
We created SOUND TRACKS – a music experience that let fans remix the unmistakable sounds of the new Gen2 race car into a personalised electronic music track that they could share online. In creating thousands of fan remixes, we were able to promote the race while simultaneously unveiling the new Gen2 race car to the public for the first time. Instead of just teasing the Gen2 to fans, we let them take it for a spin.
|Developer:||Herbert Ng, Chu Kei Chan|
|Art Director:||Yvonne Ng, Minji Pyen|
|Other Credits:||Managing Director: Jan Cho|
|Other Credits:||Head of Strategy: Terence Ling|
|Other Credits:||Head of Digital: Anne Chan|
|Other Credits:||Account Director: Trina Kwan|
|Other Credits:||Integrated Producers: Juno Kam, Louis Tang|
|Other Credits:||Sr. Strategist: David Cheang|
|Other Credits:||Motion Artist / Editor: Grey Lai|