| Title | HYPNOPOLIS |
| Brand | BMW AG |
| Product/Service | PODCAST |
| Category |
A06. Audio Content |
|
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
|
Idea Creation
|
THE GAME GROUP Hamburg, GERMANY
|
|
Idea Creation 2
|
JUNG VON MATT Hamburg, GERMANY
|
|
Production
|
WHITE HORSE MUSIC Hamburg, GERMANY
|
|
Production 2
|
CALIFORNIA MUSIC Venice, USA
|
Credits
| Robert Valentine |
None |
Writer and director |
| Max Lederer |
Jung von Matt |
Executive Creative Director |
| Thim Wagner |
Jung von Matt |
Executive Creative Director |
| David Leinweber |
Jung von Matt |
Executive Creative Director |
| Andreas Ernst |
Jung von Matt |
Managing Director |
| Jan Anderßen |
Jung von Matt |
Managing Director |
| Benjamin Bruno |
Jung von Matt |
Creative Director |
| Edwin Okyere |
Jung von Matt |
Client Service Director |
| Jan Felix Walther |
Jung von Matt |
Junior Copywriter |
| Celina Stammerjohann |
Jung von Matt |
Junior Project Manager |
| Felix Ziebell |
Jung von Matt |
Junior Project Manager |
| Paul Brenndörfer |
Jung von Matt |
Senior Strategist |
| Leroy Adams |
Jung von Matt |
Strategist |
| Matthias Grundl |
Jung von Matt |
Artwork |
| Julian Schau |
Jung von Matt |
Artwork |
| Julian Krohn |
White Horse Music |
Creative Director and Audio Channel Strategist |
| Nicholas Nowottny |
White Horse Music |
Executive Producer and Composer |
| Lisa Weller |
White Horse Music |
Senior Music Consultant |
| Maria Buschuew |
White Horse Music |
Creative Music Consultant |
| Kristian Nord |
California Music |
Sound Engineer |
| Malte Hagemeister |
California Music |
Sound Engineer |
| Dan Moore |
California Music |
Sound Engineer |
| Michael Ferdie |
California Music |
Sound design |
| Lucas Mireles |
California Music |
Assistant director |
| Jens Thiemer |
BMW AG |
Head of Brand Steering and Marketing |
| Susanne Giuliani |
BMW AG |
Head of Content, Digital and Editorial Marketing |
| Cora Ernst |
BMW AG |
Digital Audio and Voice Strategy |
Why is this work relevant for Entertainment?
The science fiction thriller HYPNOPOLIS is based on assumptions made by BMW future experts, but the brand plays no active role. From the script developed with star author Robert Valentine, to the high-end production and the soundtrack, it was all about the best possible entertainment.
Background
We aimed to attract as many listeners as possible to
reach our main goal of becoming a relevant player in the
field of audio entertainment.
Describe the creative idea
The story of HYPNOPOLIS takes you on a thrilling adventure in the year 2063. In this brave new world, all court judgements are based on an artificial intelligence called “The System”. And instead of receiving a prison sentence, the convicts are put into a deep sleep. The crime rate has dropped to almost zero, injustice seems to be a thing of the past. But when journalist Hope Reiser is woken from a thirty-year sleep penalty she has served for the murder of her husband, she is convinced of her innocence and believes that the real murderer might still be out there and watching her. And as she tries to find her way in this alien future, she starts fighting to clear her past!
Describe the strategy
Instead of bringing “just the next corporate podcast”,
we wanted to create a top notch entertainment series.
While the story is clearly based on BMW’s vision of the future, the brand doesn’t play a major role.
HYPNOPOLIS should establishe a vibrant futuristic world with its own premises, characters and places that fans are eager to see further explored and expanded.
Describe the execution
We auditioned about 200 voice actors, from the Los Angeles area and all around the US, and then chose and recorded 14 of them for the podcast. The cast contains seven different nationalities.
The recording process took about two weeks. We only recorded five of the speakers in person in the studio, the rest was recorded remotely due to the early pandemic quarantine regulations in spring 2020.
Describe the outcome
The bold approach to put entertainment first and brand second payed off for audience and BMW alike.
HYPNOPOLIS aimed to establish BMW as a relevant
player in the field of audio entertainment and to reach
new target audiences. Both goals were achieved:
HYPNOPOLIS entered the top ten of the Apple Podcast
charts in almost 120 countries and went straight to
number one in 40 countries. Our media analysis shows
that we have reached an audience of sci-fi enthusiasts
that previously didn’t have a lot of engagement with the
BMW brand. Since most of our listeners are between
25-35 years of age they belong to the especially
valuable and hard to reach automotive target group of
prospective first buyers.