The task was to differentiate Europcar from the competition and at the same time to create a proof for the brand's promise "a unique rental car experience". The solution was "Sounds for Driving" - where Europcar created music, based on the research of how people are affected by different noises, influencing car drivers positively in different driving situations. Long drives, driving in the dark and the city traffic are situations that trigger stress, tiredness and annoyance in the driver. The music is composed based on research that shows how sounds can prevent these negative feelings. The entire creative process was captured on a Tumblr and on Soundcloud, so that people could follow the project closely.
The final music was implemented, to start with, in Europcar's rental cars, and later on was released in the whole world through all big streaming sites (Spotify, iTunes, WIMP etc.) This created a picture of Europcar being the most innovative actor on the market.
The campaign was a huge success, and it has reached more than 13 million people, and over 100 000 people have had the chance to experience the music when driving. All Swedens daily and tabloid newspapers, a bunch of radio programmes, technology, car, music and traveling media have all given attention to the project. Adage called the campaign "Creative pick of the day" and Fast Company gave tribute to project's creativity. Europcar was contacted by other markets which were curious about the project and wanted to implement it locally. The campaign put Europcar as the true innovative player on the rental car market.
Because it is the worlds first project where a famous music composer made music, based on real science, in order to enhance car driving experience and increase safety on the roads. The campaign included a multi-channel strategy where Spotify, Tumblr, Soundcloud, social media and traditional really let people experience the story closely. The music is available to every car driver in the world, which hopefully makes the roads safer.
