BMW Joy 3D Building Projection
on 10/6/10
Always innovative when it comes to marketing , BMW have recently decided to use the urban landscape of Singapore to project a 3D campaign, inviting the audience to think about joy. The Suntec City Mall is one of the largest shopping outlets within Singapore which served as a strong backdrop for Asia's 1st interactive 3D building.
Spanning across multiple buildings, projections illuminated the walls within the city's night life. First, hands broke down the wall virtually and then rearranged the pieces from building to building, putting together phrases and questions that tried to explain and get people to ponder about the definition of joy. Whilst the concept of marketing a product with a feeling to build a 'familial' relationship with the consumer and evoke nostalgia isn't new, BMW have executed this through a refreshingly creative and innovative medium and on an impressive scale.
BMW Joy Marketing Campaign
More than just shock and awe marketing strategies, being more personal and conversational, the public were invited to respond to what joy meant to them via SMS, from which selected images were included in the digital projection. This is a clear step to being more of a personality rather than an entity for BMW and ensuring the brand has a personal image, not causing an inferior vacuum between the consumer from the sharp styled, upper class and formal connotations the brand has as a product.
BMW Joy Marketing Campaign
BMW continue to take innovative strides forward, respecting the social trend of increasing interaction and communication to the consumer with a conversation, which obviously involves listening to the consumer and making a response back accordingly, not shouting brand messages in reply.
BMW Joy Marketing Campaign
