This summer, We Are Nameless had the incredible opportunity to collaborate with BYD UK at the iconic Boardmasters Festival, held from August 7th to 11th, 2024. Boardmasters, a festival synonymous with sustainability and eco-consciousness, provided the perfect backdrop for BYD to showcase its cutting-edge electric vehicles and innovative technology to an audience that truly values environmental responsibility.
Aligning with Youth Culture and Sustainability
Boardmasters is not just a music festival; it’s a cultural movement. With headline acts like Stormzy, Chase & Status, and Sam Fender rocking the main stage at Watergate Bay, the festival attracted over 50,000 attendees who are deeply connected to the ethos of "leaving no footprints." This made it an ideal event for BYD, a company that is at the forefront of sustainable transportation, to connect with a younger, environmentally-conscious audience.
Our objective was clear: position BYD as a leader in the electric vehicle market by aligning with the vibrant, fun, and sustainability-focused culture of Boardmasters. The partnership allowed us to bring BYD’s innovative technologies directly to the people, creating memorable experiences that not only entertained but also educated attendees on the importance of transitioning to electric vehicles.
The BYD Dolphin Karaoke Car: A Hit at Watergate Bay
One of the standout attractions at the BYD activation was the BYD Dolphin Karaoke Car, which quickly became a festival favorite. The car’s built-in karaoke feature, complete with a vast catalog of songs, lyrics, and an integrated microphone, turned heads and drew crowds. Festival-goers could belt out their favorite tunes, with one group even setting a record with 90 minutes of non-stop singing!
But the fun didn’t stop there. Our activation also included a Dolphin grabber machine, table football, and a gaming zone where visitors could relax and play EURO 2024 on PlayStation 5s. Importantly, all these activities, from the grabber machine to the digital display screens and gaming consoles, were powered by the BYD Dolphin’s Vehicle-To-Load (V2L) technology. This technology effectively turns the car into a giant power bank, showcasing the practical and innovative uses of BYD’s electric vehicles.
VIP Experiences and Content Creation
To amplify the reach of the activation, we invited a number of influencers and VIP guests to the event. Their presence not only added an extra layer of excitement but also resulted in a wealth of content that was shared across social media, spreading the message of sustainability and BYD’s innovations far beyond the festival grounds.
Our stand at Watergate Bay became a popular hangout spot, offering a relaxed atmosphere where guests could unwind and take in the festival vibes. The VIP platform, with its stunning, uninterrupted views of both the main stage and the breathtaking Watergate Bay, provided the perfect backdrop for our guests to enjoy the music and scenery while engaging with BYD’s brand.
Supporting the Surfing Community at Fistral Beach
Boardmasters isn’t just about music; it’s also about surfing. For the ninth consecutive year, the World Surf League returned to Newquay for the Boardmasters Open, where the best of UK and international surf talent competed in the UK’s largest surf competition. This year, BYD was proud to sponsor the BYD PRO men’s and women’s division, kicking off the European qualification series at Fistral Beach.
At Fistral Beach, we created a second event activation known as ‘Dolphin Point.’ This activation continued the festival theme with a stretch tent adorned with festival flags and ambient music provided by DJ Destruction, once again powered by BYD’s V2L technology. The chill-out area, complete with BYD-branded deck chairs and bean bags, allowed surf fans and beachgoers to relax and enjoy the cars while taking in the amazing views of the surf competition.
A Memorable Event with Lasting Impact
The partnership between We Are Nameless and BYD at Boardmasters 2024 was a resounding success, leaving a lasting impression on all who attended. By combining music, surf, and sustainability, we were able to create a unique and engaging experience that resonated with festival-goers and surf fans alike.
As we look to the future, We Are Nameless remains committed to creating impactful partnerships and event activations that not only entertain but also inspire positive change. We are proud to have played a part in bringing BYD’s vision for a sustainable future to life at Boardmasters 2024 and look forward to many more exciting collaborations to come.
Comments