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BYmyCAR – Sound design and sound branding

Focus on our original music and sound design creations for the BymyCAR TV campaign.

BRAND BACKGROUND

In December 2019, we were approached by Nicolas RENIER of the ELIGANS agency to produce the music for the spot and create the sound identity for BYmyCAR‘s first TV campaign. We had already worked with ELIGANS to create the music and sound design for a major operation accompanying the new identity of the UP group (formerly chèque déjeuner), a project that won an FWA site of the day award, with a beautiful visual universe imagined by studio NÖBL.

BYmyCAR is one of France’s leading automotive distribution groups, with 83 dealerships covering a wide territory. With 18 brands to choose from, over 8,000 new and used vehicles under warranty, and access to 100% of each brand’s models, BYmyCAR offers a rich and varied range, with the option of buying your vehicle on bymycar.fr and having it delivered safely to your home.

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CREATIVE CHALLENGES

BYmyCAR’s challenges were high, as this was their first TV campaign. How to stand out from the crowd, how to quickly create a brand image for a first TV campaign, and above all how to reassure people and make them want to buy used cars online, a practice not yet very widespread in France.

THE ANSWERS

The campaign consisted of a 26s TV spot, social networking channels and an ambitious media plan. BYmyCAR and Eligans decided to promote an online car sales site without actually showing a car. They have positioned themselves on a premium brand experience. The idea is to offer an aesthetic interlude, with beautiful images, a beautiful journey that will stand out from the crowd of other ads. We discover superb landscapes filmed with a drone, in slow motion, giving a feeling of serenity, majestic by the beauty of the landscapes, the feeling of freedom of wide open spaces and the aerial point of view.

MUSICAL CREATION

For the music, BYmyCAR wanted to do a re-orchestration of Chopin’s Nocturne in E Flat Major (Op. 9 No. 2), a sublime piece that has the advantage of already being familiar to listeners. We wanted to bring something new to it, so that the piece would be recognizable, but that the BYMYCAR touch would also be identified in the music. We suggested a number of directions: replaying the entire piece on electric guitar, or replaying only the theme on electric guitar, Here’s a selection of different versions:

The music is played entirely on electric guitar:

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Tag Heuer – Sound Design and virtual reality

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Sound branding for By my Car