Connecting Music, Emotion and Taste
Defender was a main partner at Provinssi 2025. The partnerships was developed and implemented with the brand’s importer Inchcape Finland.
The partnership was aimed distinctively different target groups: the fairly small number of current and potential customer as well the ‘dreamers’, to whom buying a luxury car is not necessarily a current topic or within reach, at least not yet.
Skybox by Defender – the most exclusive area on the festival site – catered for the customers and key influencers, to whom the brand strives to offer unique experiences. Defender Plug-in hybrid cars were also used for artist transportation.
But it was the general festival audience that got to have the most fun interaction with the car: Car-A-Oke by Defender and Defender Beach Parties at the festival campsite. The karaoke activation brought the impressive car within the reach of every festival visitor in a way that is very familiar to and beloved by Finns: grab a microphone and sing!
Karaoke equipment, cameras, and sound systems were installed in the car, and karaoke hits sung alone or together with friends blared from giant screens and speakers outside the car to singers waiting their turn and the audience watching the performances. Outside the car, there was often a party atmosphere as talented singers showed off their skills. During the festival, around 1,500 people took their turn to sit and sing inside a Defender.
The activations resulted in excellent results in customer perceptions and overall brand image among the festival’s customers, showing a good step up from the previous year. When asked about positively memorable partner implementations, Car-A-Oke was mentioned over and over again. Defender website saw a clear spike in visitor numbers during the festival, and the collaboration also translated to on-site sales of several cars – something that is very untypical in a festival setting!
