Publicis brings joy to Singapore for BMW
Publicis Singapore wanted to create an event where BMW fans could actively experience the brand and it’s core foundation of Joy. So they created Asia’s first ever 3D interactive building projection at Suntec City, Singapore. Over two nights they brought joy to life in a uniquely BMW way, using the most innovative technology to highlight BMW’s brand purpose and new product range.
The second stage of the campaign was to capture the excitement of the event and use social media to spread the idea. Rather than starting a monologue with people and creating a brand TV commercial, the agency wanted to create dialogue; between BMW and consumers, and peer to peer. BMW knew that letting people see the genuine reactions of the crowd at the event, lends authenticity to the BMW brand and is proof that BMW believes in creating Joy rather than just telling people they believe in it.
The content from the event is now being shared virally across numerousplatforms. The aim is to increase awareness of the Joy Campaign throughpeer to peer endorsement rather than paid media. The story of joy can’tbe told in 30 seconds. View the idea here.
Credits – BMW: Marketing Director: Lito German, Marketing and Communication Manager: Mary Chan, Events Manager: Irene Nikkien.
CreativeAgency: Publicis. Chief Creative Officer: Calvin Soh. ExecutiveCreative Director: Ajay Thrivikraman. Project Director: Ben Wardle. ArtDirectors: Samakorn Lohachala and Alvin Tan. Copywriters: ChalitManuyakorn and Leslie Lim. Production Company: NuFormer.
12 Comments
The STAFITV Contest: aka ‘Spot the Agency folks In The Video’ Contest: How many agency folks can you spot? I saw three. (Agency and clients are not eligible for participation.)
Digital Grand Prix for Spikes Asia.
So what 10.49.
It’s a big event that happened in Singapore. I never saw it but I heard about it in the agency. Well done for the agency to convince the client.
So this is the grand new world of integrated thinking?
Does stuff like this with a shelf life of 2 days actually work?
The people in the video look like the ones who gawk at a fireworks or lights display, then go home and forget all about it.
In this category the one to beat is adidas’ skyscraper runners. Period.
They spent a lot of money but Im not sure if the results will justify it.
Joy to the agency, but what about the client?
And how did the viewers interact with this 3D interactive building projection, apart from smile back at it, with Joy smeared across their faces
Watch the Samsung stuff. That’s what you call 3D projection mapping.
http://www.youtube.com/watch?v=vVT34-xQDUE
Done in Amesterdam
12.20…that Samsung stuff is simply superb and totally exposes the ‘Joy’ idea as one that has no clothes on.
I guess its not too hard to spot what makes all the difference between these 2 efforts…..an exciting relevant idea!
I don’t see any interact between projection mapping & citizens at all..
It just normal animate of projection mapping only..
Publicis, did you know what’s call interactive o not?
If you are showing this to Japanese.. i guess thy may laugh!!!
Because “Joy” is a break through idea, and this was an awesome execution that best expressed “Joy” in the media shown…….
More a missed opportunity than anything else. But kudos to getting the client to fork-out, if they did.
First in Asia? Plenty of these in Tokyo and China for quite sometime now.
http://www.urbanscreen.com/usc/41
Check this site. another great example of building projection.