Cannes Lions

SEED OUR FUTURE

J. WALTER THOMPSON JAPAN, Tokyo / BMW / 2018

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Overview

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Credits

Overview

Description

In order to inform that BMW i3 is the authentic sustainable car, we distributed sustainable direct mails to children who will lead our future. This execution educates on and delivers the message that BMW i3 co-exists with the earth and returns to the earth.

Execution

We developed a BMW i3’s shaped direct mail out of Seed Paper, which was made by recycled paper and flower seeds mixed inside. This direct mail allowed to see a seed sprout and bloom by planting, and impress children that BMW i3 returns to the earth. In time for summer vacation, they were distributed to families with children at showrooms or via the website.

Outcome

The activation created a buzz on social media and attracted prospective customers to the website and showrooms.

Substantial leads were gained and BMW i3's message was successfully delivered to 15,000 future drivers.

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