| Title | SOUNDTREE |
| Brand | BMW (SCHWEIZ) |
| Product/Service | BMW M4, M235I, X5, I3 |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
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 |
The Brief
BMW’s wish was to send a surprising Christmas message that would not only make people smile, but would also promote the BMW models and provide a teaser for upcoming launches. In addition, the goal was to demonstrate BMW’s innovative strength and engage people interactively, sharing the spirit.
The target was clear: reach and engage all existing BMW customers and partners in Switzerland. But that was not all. The client explicitly tasked us with developing an initiative with the potential to reach a worldwide audience as a second step.
Describe how the promotion developed from concept to implementation
We created the perfect Christmas present for BMW customers, partners and for everyone celebrating Christmas: the BMW Soundtrees.
The key element was the graphics of BMW engine sound waves. When rotated by 90 degrees, they produce striking images of Christmas trees. Each BMW has one of its own.
We used these trees as key visuals for the Christmas mailing itself and printed them in 3-D to embellish BMW showrooms and use as gifts for test drivers and VIP customers. Most important: everyone could create and share their own trees by simply putting the pedal to the metal at www.soundtree.ch
Describe the success of the promotion with both client and consumer including some quantifiable results
The DM was sent to existing Swiss customers to generate a direct response with the qualitative goals of bringing (Christmas) joy and strengthening BMW’s image as an innovator.
In total, 6400 DMs were sent out. Between 15 December 2013 and 23 January 2014, www.soundtree.ch received 14,400 visits, and 8236 Soundtrees were created. Without additional communication efforts, the number of visits increased by 1900, and 736 more Soundtrees were created (January).
The number of Soundtrees created, plus the media attention BMW received from all over the globe, prove that the idea did fulfil its goal of bringing and sharing joy.
Explain why the method of promotion was most relevant to the product or service
The BMW Soundtrees not only combined sheer driving pleasure with the Christmas theme, but also fulfilled all the other requirements of the brief in one strikingly simple, yet surprising idea.
The Soundtree creations promoted upcoming BMW models in a joyful, Christmassy, share-friendly and highly innovative way. Thus they reinforced the progressive image of BMW.
Furthermore, they generated additional test-drives during the holiday season, as all drivers received a three-dimensional “souvenir” of the engine sound of the model they had test-driven.
Besides, the 3-D trees of BMW engine sounds laid the foundation for the first brand-appropriate and sustainable Christmas decoration.