Product / ServiceBMW


The Campaign

BMW had launched their new global positioning – “JOY IS BMW”. Our challenge was to bring that to a local level with a message that engages Singaporeans - a message that makes sense given Singapore’s emphasis on performance and status. Traditional thinking tells us that success will bring you joy. However, when we observed successful people that our consumers admired, we realized that they put Joy into everything they do – Joy is not just an output to success but an input too. Joy fuels success. Our objective was then to communicate this point of view to Singaporeans and make the connection between JOY & BMW.

Success of the Campaign

The event was attended by over 1000 people. In only a week the video of the event had achieved over 100,000 views on Youtube. By the end of the first month this total has doubled. The video was talked about and featured on thousands of blogs and forums both locally and internationally, including popular car forum Autoblog. An online brand tracking study also showed an increase in buzz on BMW and JOY by over 200 times. It also showed a higher correlation between Joy and BMW – increasing the positive sentiment of those conversations by over 25%. The campaign has been used as a globally case study for BMW and is already being regionalized in the rest of Asia.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started the conversation by asking influential bloggers to discuss how they have succeeded by putting Joy into what they do. We then seeded this conversation on social media. To amplify this and bring our point of view to life, we decided to transform Singapore’s symbols of success, gleaming office buildings, into symbols of Joy. We planned to surprise office workers as well as passers-by at Suntec City by taking over two buildings (Towers 2 & 3), using a 3D interactive projection display. On the night itself we drove traffic to the event using more conventional media - Live Radio Reports and Outdoor signage. Office workers as well as passers-by were encouraged to interact with the projection by SMS-ing what Joy means to them and by writing on a tablet. Their messages were then projected live. At the event, the same influential bloggers tweeted live to their followers. This conversation was continued when we placed a video online.


Name Company Position
Calvin Soh Publicis Asia Chief Creative Officer
Ajay Thrivikraman Publicis Singapore Executive Creative Director
Ben Wardle Publicis Singapore Project Director
Samakorn Lohachala Publicis Singapore Art Director
Alvin Tan Publicis Singapore Art Director
Chalit Manuyakorn Publicis Singapore Copywriter
Leslie Lim Publicis Singapore Copywriter