Vredestein Tyres collaborates with DJ Hardwell, Carmen Jorda for #ROCKTHEROAD campaign
Published On 06-Jun-2016
Vredestein Tyres, owned by Apollo Tyres, has collaborated with DJ Hardwell (twice voted world #1 DJ) and Carmen Jorda (Spanish racing development driver). The unique track by Harwell will be inspired by Carmen Jorda's driving experience. Moreover, it will be based on the technical tyre data offered by Vredestein Tyres.
In order to remix the track, Harwell used the technical data provided by the tyres of the car as it was driven by Carmen Jorda. Harwell said, "With the track, I want to translate the data of the tyres of Vredestein into a dynamic beat which supports and emphasizes the joy of driving." The tune made by DJ Hardwell and Carmen Jorda will be accompanied by the music video that will star both of them. Carmen Jorda's racing skills will complement well with the sensational sound of DJ Hardwell. The music and the video will be launched in October.
This collaboration is being done under the campaign called #ROCKTHEROAD. This campaign is the biggest online campaign in the history of Vredestein and will help in the winter tyre sales since the music is coming out in October. "With this campaign, we introduce our new Vredestein brand and target a younger audience who love their car and enjoy driving," explains Marco Paracciani, CMO of Apollo Tyres.
To increase the involvement of fans and followers, this campaign allows them to try their hand at music-mixing and create some tunes. All entries will be judged by DJ Hardwell and the top five tracks will be rewarded with prizes.
Headquartered in Enschede, Netherlands, the Vredestein brand is almost 100 years old. It manufactures, designs and sells tyres under Apollo and Vredestein brand names. The company's product line-up includes passenger car tyres, agricultural and industrial tyres and bicycle tyres. A large number of car tyres by the manufacturer are designed by Italian design house Giugiaro Design.