| Title | THE SECRET OF JOY |
| Brand | BMW CHINA |
| Product / Service | BMW CHINA |
| Category | D01. Digitally Led Integrated Campaign |
| Entrant | INTERONE CHINA Beijing, CHINA |
| Entrant Company: | INTERONE CHINA Beijing, CHINA |
| Advertising/Web Design Agency: | INTERONE CHINA Beijing, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Eric Yang | Interone Beijing | Client Service Director |
| Nicole Wu | Interone Beijing | Senior Account Manager |
| Kay Koester | Interone Beijing | Executive Creative Director |
| Fabio Thiele | Interone Beijing | Art Director |
| Klaus Irmer | Interone Beijing | Concept Director |
| Virginia Zhi | Interone Beijing | Designer |
| Emma Li | Interone Beijing | Designer |
| Chris Gao | Interone Beijing | Designer |
| Erin Yin | Interone Beijing | Copy Writer |
| Yanan Sun | Interone Beijing | Copy Writer |
| Liming Zhang | Interone Beijing | Copy Writer |
| Marc Schwerdtfeger | Interone Beijing | Flash |
| Thomas Adams | Interone Beijing | IT Director |
| Nick Guo | Interone Beijing | Tech Project Manager |
10th of June, BMW china launched the brand campaign The Secret of JOY, to build up the JOY image. To involve Chinese audience, we created a platform to explain it and a movie called ‘The Secret of JOY’ with no ending. We place it on the platform where People could upload their personal JOY scripts. It can be reached by online ads, social networks and viral video. The user now becomes the Director of part two.The community could vote the scripts, user could call for more votes on social networks. Then, BMW realized the final winner script.