BMW: Soundtree

Credits & Description:

Company: serviceplan
Award: AME Gold Medallion
Brand: BMW M4, M235i, X5, i3
Title: Soundtree
Country: GERMANY
Competition: use of discipline
Category: interactive
Alexander Schill - Chief Creative Officer
Markus Maczey - Executive Creative Director
Christian Sommer - Creative Director
Axinja Werner - Creative Director
Cornelia Blasy-Steiner - Creative Director
Ulrike Schumann - Copywriter
Volker Heine - Copywriter
Carina Disch - Copywriter
Julia Bochanneck - Art Director
Florian Panier - Creative Producer
Christian Baertschi - Account Supervisor
Klara Zuercher - Account Supervisor
Roxana Hudson - Account Supervisor
Marina Gnann - Account Supervisor
Karim Huu Do - Photographer/Director/Cinematographer/Editor
Tobias Kreutzer - Programmer
Martin Richi - Producer
Kay Rueegsegger - Producer
Anna Wiget - Producer
Dino Beruglia - Cinematographer
Campaign Summary
Every year, as a small gift to customers and partners, BMW comes up with a surprising direct mailing. Besides bringing joy, the goal is to strengthen customer relations with the brand and dealerships. This year, however, the idea also needed to offer an enticing taste of some of the new 2014 BMW models. There was one solution that met all requirements. When the engine sound of a BMW is recorded and the sound wave rotated through 90 degrees, it generates the image of a Christmas tree. We called this the “BMW Soundtree” and brought all new BMW models to the recording studio to transform their sonorous engine sounds into Soundtrees. The tree images adorned the mailing, which linked to a configurator: www.soundtree.ch. Here, users could compose their own Soundtrees and share them via social media. The idea of the BMW Soundtrees was much more than just a Christmas mailing: it highlighted BMW’s innovative strength in a way befitting the Christmas season and promoted upcoming models with the help of what is music to any BMW driver’s ears: BMW engine sounds. Moreover, the three-dimensional models of BMW engine sounds laid the foundation for a lasting, sustainable and brand-appropriate BMW Christmas decoration.