Car brand Opel – known in the UK as Vauxhall – is celebrating the launch of its new electric vehicle by partnering with Defected for a live-stream event.
The "A Less Normal Experience" will be broadcast on 9 April from locations across Europe for six hours. Purple Disco Machine will play from the rooftop of The Weekend Club in Berlin; Gorgon City, Melvo Baptiste and Sam Divine will perform from Defected's London HQ; Ferreck Dawn will play from the Classics Garage at Opel's HQ in Rüsselsheim, Germany; and Folamour will go onstage at Le Baou de Marseille, France.
A multi-channel communications approach aims to engage audiences via the music and a unifying love of dance, bringing people together virtually in a first-of-its-kind moment. Overlays of Opel's branding will appear on the content. The stream will be available across Defected’s YouTube & Facebook platforms.
Patrick Fourniol, vice president brand marketing at Opel, said: "With the new Opel Mokka, we are also addressing young communities – in bold, extrovert and surprising style.
"The Mokka arouses emotions and promises lots of driving fun. The campaign remix of Feeling Good is the right song for this. And a music event like the house DJ night is the next step. We're delighted that together with Defected Records we can offer all dance fans and the community this world-class DJ event, which will eclipse normal, everyday life for a few hours."
The project is part of the global launch campaign for the Opel Mokka, "Less Normal. More Mokka". The film's soundtrack Feeling Good by Humanity (DE) & Alina Lorfeo is an uptempo remix specially developed for Opel by Defected Records sub-label D4 D4NCE. A club mix of the track has also been released.
James Kirkham, chief business officer at Defected, said: "We're looking to do things differently. By leveraging house music as the common denominator to millions, we're giving modern consumers different ways into the Opel brand, and so showing off a new vehicle in a truly new engaging way.
"By simultaneously releasing our club remix of the track from the TV spot and embedding it onto promotional assets – leading to our virtual launch event – we're flipping the traditional marketing script and showing how the power of music can work way beyond a mere sync."
The Opel Mokka is available in Germany from 1 March, the UK from 25 March and France from 1 April.