Deezer Monkey Week is considered "the place where all bands begin". So, this activation felt very much appropriate for its brand purpose: connect music fans and bands worth discovering.

The strength of this idea is that we found a unique insight that no other music festival has ever used before and that’s relevant to the target but also to the festival. It’s also an idea that cannot be copied by big festivals with big well-known bands, so we ensured a matchless connection our fans.

The results are small and huge at the same time.

Because there weren't millions of views, nor shares, nor free media earned with this activation.

But 19 bands with their dreams fulfilled: pitching a key producer and obtaining a follow-up meeting with them.

And even if 19 looks like a small number, out of the 21 bands who participated, it is more than a decent result for an activation that cost almost nothing (the cars were sponsored by Mini, the same with the gas and the bands, who fought to participate, and played for free).