Working with a neuroscientist and Spotify we set out to understand ‘The Science of Sound’ - exploring the emotional connection between driving and music, and how particular types of music can affect our mood when behind the wheel.

By conducting this research – a combination of real life experiments and literature reviews - we were able to create a scientific formula for the ideal driving playlist, featuring music that was proven to lift your mood when driving.

We then used the research findings to drive conversation in earned media and to inspire a content series in partnership with Vice Media that brought the most driveable songs to life through musical talent.

We focussed on three distinct milestones to build a multi-faceted but cohesive conversation about the science of sound.

1) The Unveiling: We kicked off with an event in Copenhagen, the home of B&O Play. We hosted lifestyle and consumer tech media delving into the engineering behind the new B&O sound system in the Ford Fiesta and introducing media to the new Fiesta.

2) Research in action: We unveiled the research at a Fiesta media drive to create a second coverage spike. We got media behind the wheel to experience the new sound system and put the scientifically-designed playlists to the test.

3) Content Partnership: We extended reach through custom filmic content developed with Vice. The content series was comprised of music videos and behind the scenes content from three separate artists – all inspired by the Science of Sound research.

Science of Sound delivered on our objectives creating media coverage, content and social conversation that featured the new Fiesta with the B&O Play sound system, and targeted an audience who might not previously have considered a Fiesta, including:

• 231 pieces of coverage across 17 markets, including France, Germany, UK, Italy and Spain

• Over 1.5 billion opportunities to see across 17 countries

• Coverage in top-tier lifestyle titles including GQ, Rolling Stone, Le Figaro, Pitchfork, The Daily Mail, Fader and the New York Post

• The filmic content delivered over 31.9m views, with an average view time of 1:51 minutes and 447,196 content engagements

• Over 2m people chose to listen to the Vice artist tracks created on Spotify

Most importantly, the activity contributed to 54,000 Fiesta orders; over $900m in total revenue.