SERVICEPLAN SUISSE, Zurich / BMW (SWITZERLAND) AG / 2021
BMW Switzerland wanted to invite costumers from the luxury segment to an exclusive event: A cooking class on plating and presentation with the award-winning Heiko Nieder, one of the world’s greatest chefs. For this, 18 personalised invitations were to be designed to encourage this extremely demanding target group to participate. The budget for the production was CHF 6000.–
We sent out individual mailings that were as exclusive and unique as the BMW event itself. For once, star chef Heiko Nieder did not paint plates, but sheets of paper with colours that were made from real food in a special process by a colour expert. The result: colourful and expressive works of art, of which each recipient received a unique piece designed especially for them. Via video link, the customers could marvel at the production of the pigments and the creation of the pictures.
A paint manufacturer produced a new type of paint for this invitation, consisting of the following foods: Onions, cherries, avocado and safflower.
With the specially produced colours, star chef Heiko Nieder painted unique subjects for each invitation card. Instead of a paintbrush, he painted them with kitchen utensils such as a spoon, spatula and sauce bottle.
The invitations with collector's value were sent to the recipient on a discreet and coherent card that, like the envelope, knew how to highlight the artwork
The unique artworks were met with great enthusiasm by our target group, which was also expressed in a unique success: every recipient of our invitation card accepted and participated in the BMW event. The concept was so well received that BMW continued it on social media and initiated an interaction with extended target groups by asking users to post their own culinary art images. The continuation of the concept on social media also opened up new collaborations with relevant partners for BMW.