BMW JOYTOPIA at IAA Mobility

    #Reimaginetoday by involving Coldplay, Christoph Waltz and a talking fox. (The future doesn’t wait - not even for the automotive industry.)

    The global players of the automotive industry, one of the most traditional industries in the world, are constantly seeking ways to innovate and be environmentally conscious. As BMW prepared to unveil their new vision vehicle at IAA Mobility 2021, COVID struck and locked the world down.

    This led BMW to consider an alternative to the International Motor Show: creating a completely digital brand world that permits intensive interaction and dialogue with the audience and is accessible in full HD resolution on end devices of any kind, regardless of whether PC, tablet or smartphone, free of charge and without registration.

    Brief

    Stir up the automotive world with some innovation, sparkle and joy and shape the future of individual mobility by creating a new unique brand experience in the Metaverse.

    Solution

    JOYTOPIA – BMW’s own Metaverse that takes corporate and brand communication to the next level. On this fantastic innovative streaming platform, users can immerse themselves in the virtual world of BMW and collect individual experiences in digital space with their individual avatar based on a selfie.

    JOYTOPIA went online for the first time at the International Motor Show IAA Mobility 2021 - as a digital event on the worldwide web that gives young target groups in particular a new perspective on the topics of electric mobility, circular economy and sustainability.

    But instead of keeping it a launch party for exclusive guests, BMW decided to make it fun and welcome the public to a momentous event - just like it would have been like at IAA Mobility.

    With a spectacular Coldplay concert, fanciful mushroom forests and a talking fox with the impressive voice of Hollywood actor Christoph Waltz, the launch became a sensation in itself.

    Success

    JOYTOPIA has been awarded a Grand Prix by the Art Directors Club (ADC) for Germany as the outstanding innovation of the year in the digital area.

    Quotes
    • Our goal was to create a new brand experience for fans all over the world, expressing BMW's progressive attitude, innovative strength and readiness for the future.

      Stefan Ponikva
      Head of BMW Brand Communication and Experience
    • This work greeted us with a talking fox and left us completely amazed.

      The ADC jury on Joytopia
    Statistics

    On the premiere day of Joytopia at IAA, more than 150,000 visits.

    • More than 30 countries registered
    • 13 minutes average duration . In the further course,
    • Achieved 42.8+ million contacts on TikTok.
      Awards

      ART Directors Club
      Digital / Grand Prix
      Brand Advertising > Mobile/Online Media > Web-/Microsite / Gold
      Digital Product/Service > Applications > Web-/Microsite / Gold
      Digital Skills > Creative Use of Technology > Technology / Gold
      Motion Design > Motion Design for > Web-/Microsite / Gold

      The Webby Awards
      Virtual & Remote > Technology / Winner
      Virtual & Remote > Best 360 Video / Winner
      Virtual Remote > Best Realtime Experience / Honoree

      New York Festival Advertising Awards
      The Future Now: Best Use Altered Reality / Gold

      D&AD Awards
      Digital Design > Digital Experiences / Wood Pencil

      The One Show
      Interactive Mobile Craft / Merit

      Clio Awards
      Innovation / Bronze

      Die Klappe
      Digital Experience > Best Interactive / Silver
      Digital Experience > Best Brandid Digital Experience / Silver

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