| Cresta Awards 2020 | ||
|---|---|---|
| Digital Design | App | Gold |
Title of Entry: Sound Tracks
Brand: Formula E
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
Creative Director: Mikey Batt
Creative Director: Mike Choy
Date of Release: 2019-02-14
Digital Producer: Matthew Yu
Developer: Herbert Ng, Chu Kei Chan
Art Director: Yvonne Ng, Minji Pyen
Managing Director: Jan Cho
Head of Strategy: Terence Ling
Head of Digital: Anne Chan
Account Director: Trina Kwan
Integrated Producers: Juno Kam, Louis Tang
Sr. Strategist: David Cheang
Motion Artist / Editor: Grey Lai
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.