| Title | JOYTOPIA |
| Brand | BMW AG |
| Product/Service | BRAND COMMUNICATION |
| Category |
A05. Brand Strategy & Experience |
|
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
|
Production
|
JOURNEE – THE METAVERSE COMPANY Berlin, GERMANY
|
Credits
| Max Lederer |
Jung von Matt AG |
Executive Creative Director |
| Felix Burger |
Jung von Matt AG |
Creative Innovation Director |
| Holly Attrill |
Jung von Matt AG |
Senior Copywriter |
| Andreas Kiesgen |
Jung von Matt AG |
Senior Art Director |
| Lars Grübler |
Jung von Matt AG |
Creative Director |
| Patricia Reiners |
Jung von Matt AG |
User Experience Designer |
| Stefanie Voss |
Jung von Matt AG |
Senior Project Manager
|
| Maria Pillath |
Jung von Matt AG |
Senior Project Manager
|
| Christian Mio Loclair |
JOURNEE – The Metaverse Company |
Project Lead |
| Thomas Johann Lorenz |
JOURNEE – The Metaverse Company |
Managing Director |
| Jeremy Hofmeister Mac Lynn |
JOURNEE – The Metaverse Company |
Creative Director |
| William Oakley |
JOURNEE – The Metaverse Company |
Producer |
| Nathan Vogel |
JOURNEE – The Metaverse Company |
Technical Director |
| Jürgen Branz |
JOURNEE – The Metaverse Company |
Sound Design |
| Luca Schiefer |
JOURNEE – The Metaverse Company |
Product Manager |
| Stephen Bontly |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Sébastian Galera |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Basil Denereaz |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Kylan Luginbuhl |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Thomas Bauer |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Carlos Serrano |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Tymen Goetsch |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Jens Dörholt |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Anestis Takidis |
JOURNEE – The Metaverse Company |
Unreal Artist |
| Lukas Kastern |
JOURNEE – The Metaverse Company |
Unreal Engine Developer |
| Halvard Mørstad |
JOURNEE – The Metaverse Company |
Software Engineer |
| Pietro Alberti |
JOURNEE – The Metaverse Company |
Software Engineer |
| Ben Walker |
JOURNEE – The Metaverse Company |
Unreal DOP |
| Faye Brown |
JOURNEE – The Metaverse Company |
Voice-over Artist |
| Stefan Ponikva |
BMW AG |
Vice President Brand Experience |
| Nicole Rentsch |
BMW AG |
Project Manager |
Why is this work relevant for Innovation?
Physical brand contacts are more complicated than ever, while the demand from our customers for individualized experiences in the digital space is rising. We open up a new dialogue with audiences to shift the status quo from brand interpretation to user interpretation. With a digital platform both brand communication medium, entertainment venue and conversation space. In a form that is accessible than ever, on any device or browser. In a never-seen-before quality.
Background
The beginning of 2021 didn’t look good for the events industry. The cancellation of Oktoberfest, further waves, borders closing. No one knew if the IAA, the brands most important physical event in 2021, could go ahead. Even if it did, what would that look like?
BMW sought out a solution for future events to not only feed users’ demands for deeper, more meaningful and individualized experiences in the digital space, but also a way to showcase and deliver the brands key topics.
Describe the idea
The situation pushed BMW to pursue a limitless alternative. Instead of staying home, what if BMW could take everyone out, out of this world? With a global, virtual event that everyone could be a part of. On an interactive virtual platform that transforms their digital presence and invites users to be entertained and informed.
Joytopia hands the power over to the user, giving every visitor a personalised experience unique to them, based on; their journey, their interactions, their curiosities. By addressing them on a highly accessible cloud-streaming platform without browser or device restrictions.
What were the key dates in the development process?
– 15 March 2021: First talks with stakeholders to develop the brief
– 3 May 2021: Start of conception and implementation with technical partner
– 5-12 September 2021: First launching Joytopia at the IAA Mobility in Munich
Describe the innovation / technology
Joytopia was built as a web-based cloud-streaming platform on the Unreal Engine 4, democratising access to the events by inviting everyone on any device. The user connects directly from a campaign asset to an individual server anywhere on the planet close to his/her geo location and gets direct access to triple A gamified experiences on any device and browser without barriers, equipment or downloads.
Independent of the user device or access point - Joytopia is able to deliver fluid 60frames per second in full HD of interactive graphical worlds by using only 15mbit per second of data for the stream. To enable most intuitive feedback and gameplay Joytopia’s interactive to stream latency is below 30 fps in most locations on the planet.
Describe the expectations / outcome
Beyond the first launch in 2021, Joytopia will stay as a BMW brand channel and remains an integral element of corporate and brand communications. To try out new topics and formats and further iterate forms of conversations in digital and physical spaces.
At the first event, people from over 30 countries couldn’t wait to get in, and some couldn’t get in at all as they took to social media to share their desperation. In the first 24 hours, 152,000 people explored Joytopia. The average time spent in Joytopia was a whopping 12 minutes and 53 seconds, yes longer than it takes to cook a pizza.