JOY 3D by Publicis Singapore for BMW

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JOY 3D

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Industry Cars
Media Promo & PR, Case study
Market Singapore
Agency Publicis Singapore
Executive Creative Director Ajay Thrivikraman
Art Director Samakorn Lohachala, Alvin Tan
Copywriter Chalit Manuyakorn, Leslie Lim
Released May 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: BMW
Product/Service: BMW
Agency: PUBLICIS SINGAPORE
Date of First Appearance: May 5 2010
Entrant Company: PUBLICIS SINGAPORE, SINGAPORE
Chief Creative Officer: Calvin Soh (Publicis Asia)
Executive Creative Director: Ajay Thrivikraman (Publicis Singapore)
Project Director: Ben Wardle (Publicis Singapore)
Copywriter: Chalit Manuyakorn (Publicis Singapore)
Art Director: Samakorn Lohachala (Publicis Singapore)
Copywriter: Leslie Lim (Publicis Singapore)
Art Director: Alvin Tan (Publicis Singapore)
Regional Planning Director: Richard McCabe (Publicis Singapore)
Planner: Ang Qianling (Publicis Singapore)
Media placement: Outdoor Projection - Suntec City Office Tower - May 5th

Insights, Strategy & the Idea
BMW’s global positioning is JOY IS BMW.

Our challenge was to interpret this point of-view in a way that was truly relevant to Singaporeans.

In success-driven and status-conscious Singapore, Joy wasn’t seen as a particularly relevant theme, especially for a car brand that was seen as a status symbol. Initial research showed our target audience thought of ice-cream trucks and balloons when prompted with the word Joy.

However, we observed that successful people, the ones our consumers most admire put Joy into everything they do. Traditional thinking tells us that success will bring you joy. Our strategy was to flip this thought - Joy is not just an output of success but an input too.

Joy fuels success.

Our objective was to use this strategy to increase awareness around this point of view and connect Joy with BMW.

Creative Execution
To get this message across, we had a couple of options: a traditional monologue or come up with something truly conversation-creating.

Where is the ideal place to engage them in a conversation about Joy and Success? It’s where they spend most of their time pursing it – the gleaming office buildings in the CBD.

Our idea was to transform these symbols of success into symbols of Joy, even for a brief while.

We planned to surprise people outside Suntec City Towers 2 and 3 with a 3D interactive projection display – prompting people to take Joy to work. The event also featured a first-ever interactive live SMS projection where consumers could share their messages of Joy with thousands of viewers.

Results and Effectiveness
Apart from the thousands of office workers who watched from the streets and their workplaces, the YouTube video of the event reached 300,000 people in a city of 4.5 million.

It was also featured in blogs, forums and social sites, notably in mashable.com, Contagious magazine and viralblog.com.

An online brand tracking study proved we increased the buzz on BMW and JOY by over 200 times. We also helped connect Joy and BMW – increasing the positive sentiment of those conversations by over 25%.