Title | BMW JOY 3D |
Brand | BMW ASIA |
Product / Service | BMW |
Category | A03. Best Use of Outdoor |
Entrant | PUBLICIS SINGAPORE, SINGAPORE |
Entrant Company: | PUBLICIS SINGAPORE, SINGAPORE |
Advertising Agency: | PUBLICIS SINGAPORE, SINGAPORE |
Credits |
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 |
Ang Qianling | Publicis Singapore | Planner |
David See | Lumina Communications | Managing Director |
Joanne Seow | Lumina Communications | Project Manager |
Joey Chai | Lumina Communications | Senior Project Executive |
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%.
In Singapore, the symbols of success are its gleaming office buildings, the one place that Singaporeans spend most of their time in. The idea was then to transform these symbols of success into symbols of Joy, even if it was just for two nights. We planned to surprise office workers as well as passer-bys at Suntec City by taking over two buildings (Towers 2 & 3), using a 3D interactive projection display. The 3D projection displayed BMW’s point of view of joy fuelling success. Passer bys were also asked to participate by SMS-ing what Joy meant to them or by writing on a tablet. The messages were then projected live.
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.