SEED OUR FUTURE

TitleSEED OUR FUTURE
ClientBMW GROUP JAPAN
Product / ServiceBMWI3
CategoryA05. Automotive
EntrantJ. WALTER THOMPSON JAPAN Tokyo, JAPAN
Idea Creation J. WALTER THOMPSON JAPAN Tokyo, JAPAN
Production CERTO INCORPORATED Tokyo, JAPAN
Additional Company ROBOT COMMUNICATIONS Tokyo, JAPAN

The Campaign

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.

Credits

Name Company Position
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