| Title | SOUNDTREE |
| Brand | BMW (SCHWEIZ) |
| Product/Service | BMW M4, M235I, X5, I3 |
| Category |
B04. SOUND DESIGN |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
SERVICEPLAN SUISSE Zurich, SWITZERLAND
|
|
Production Company
|
PUMPKIN FILM Zürich, SWITZERLAND
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Sacha Moser |
Serviceplan Suisse |
Executive Creative Director |
| Markus Maczey |
Plan.net |
Executive Creative Director |
| Axinja Werner |
Plan.net |
Creative Director |
| Cornelia Blasy/Steiner |
Plan.net |
Creative Director |
| Ulrike Schumann |
Serviceplan Suisse |
Copywriter |
| Volker Heine |
Plan.net |
Copywriter |
| Carina Disch |
Plan.net |
Copywriter |
| Julia Bochanneck |
Serviceplan Suisse |
Art Director |
| Christian Sommer |
Serviceplan Suisse |
Art Director |
| Florian Panier |
Serviceplan |
Creative Producer |
| Christian Baertschi |
Serviceplan Suisse |
Account Director |
| Klara Zuercher |
Serviceplan Suisse |
Account Supervisor |
| Roxana Hudson |
Serviceplan Suisse |
Account Supervisor |
| Marina Gnann |
Plan.net |
Account Supervisor |
| Karim Huu Do |
Pumpkin Film AG |
Photographer/Director/Cinematographer |
| Tobias Kreutzer |
Heimoto AG |
Programmer |
| Martin Richi |
ZAAK Zurich |
Producer |
| Kay Rueegsegger |
ZAAK Zurich |
Producer |
| Anna Wiget |
ZAAK Zurich |
Producer |
Brief Explanation
Besides bringing joy, the goal of the Christmas mailing was to demonstrate BMW’s innovative strength and consolidate customer relations with the BMW brand and dealerships.
It needed to act as a platform for the current 2013 models and, in addition, offer an enticing taste of some of the new 2014 BMW models.
The Brief
As a small gift for customers and partners, BMW requested a surprising Christmas mailing that would not only make people smile, but also engage the target audience and give them a foretaste of the upcoming 2014 BMW models.
How the final design was conceived
There was one solution that met all the requirements: the sound of a BMW engine was recorded and the sound wave rotated by 90 degrees, thus generating the image of a Christmas tree. We called it the “BMW Soundtree” and brought all new BMW models to the recording studio in order to transform their sonorous engine sounds into Soundtrees.
The tree images not only adorned the mailing, which linked to a configurator – www.soundtree.ch – where users could compose their own Soundtrees and share them via social media, they also went 3-D, serving as BMW showroom decorations and gifts for VIP customers.
Indication of how successful the outcome was in the market
The idea of the BMW Soundtrees was much more than just a Christmas mailing: it highlighted BMW’s innovative strength in a way befitting the Christmas season. It also promoted upcoming models with the help of what is music to any BMW driver’s ears: the sounds of a BMW engine.
Through the touch-optimised and share-friendly execution, the idea brought joy not only to Swiss BMW drivers but also to fans worldwide.
Moreover, the three-dimensional models of BMW engine sounds laid the foundation for a lasting, sustainable and brand-appropriate BMW Christmas decoration.