|Title||SEED OUR FUTURE|
|Brand||BMW GROUP JAPAN|
|Product / Service||BMWI3|
|Entrant||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Idea Creation||J. WALTER THOMPSON JAPAN Tokyo, JAPAN|
|Production||CERTO INCORPORATED Tokyo, JAPAN|
|Additional Company||ROBOT COMMUNICATIONS Tokyo, JAPAN|
|Yoshihisa Suzuki||J. Walter Thompson Japan||Creative Director|
|Yukino Miyatsu||J. Walter Thompson Japan||Associate Creative Director|
|Minoru Gohshi||J. Walter Thompson Japan||Associate Creative Director|
|Satoko Iida||J. Walter Thompson Japan||Senior Art Director|
|Shingo Izumi||J. Walter Thompson Japan||Copywriter|
|Takashi Ishida||J. Walter Thompson Japan||Senior Account Director|
|Shinji Miyamoto||CERTO incorporated||Art Director|
|Jit Singh||CERTO incorporated||Graphic Designer|
|Naoki Kawabata||CERTO incorporated||Graphic Designer|
|Masahiko Endo||CERTO incorporated||Copywriter|
|Yukari Fujita||CERTO incorporated||Copywriter|
|Hiroyuki Ashinuma||ROBOT COMMUNICATIONS INC.||Chief Producer|
|Takeshi Sekine||ROBOT COMMUNICATIONS INC.||Producer|
|Josefu Matsuoka||ROBOT COMMUNICATIONS INC.||Production Manager|
|Takeki Kitajima||ROBOT COMMUNICATIONS INC.||Film Director|
In order to inform that BMW i3 is the authentic sustainable car, we distributed sustainable direct mails to children who will lead our future. This execution educates on and delivers the message that BMW i3 co-exists with the earth and returns to the earth.
We developed a BMW i3’s shaped direct mail out of Seed Paper, which was made by recycled paper and flower seeds mixed inside. This direct mail allowed to see a seed sprout and bloom by planting, and impress children that BMW i3 returns to the earth. In time for summer vacation, they were distributed to families with children at showrooms or via the website.
The activation created a buzz on social media and attracted prospective customers to the website and showrooms. Substantial leads were gained and BMW i3's message was successfully delivered to 15,000 future drivers.
This work delivered experiential communication, not verbal communication, to children as future drivers, instead of the business target.
BMW i3 protects the future of the earth. We defined children, the future drivers, as our communication target. Instead of explaining in words, we developed the activation with the attention-drawing idea for children to make them feel sustainability of BMW i3 through experience.