Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: BMW MALAYSIA
Product/Service: SCREENSAVER
Agency: NAGA DDB MALAYSIA
Executive Creative Director: Ted Lim (Naga DDB Malaysia)
Art Director: Grenville Francis (Naga DDB Malaysia)
Art Director: Joel Lim (Naga DDB Malaysia)
Art Director: Ted Lim (Naga DDB Malaysia)
Copywriter: Grenville Francis (Naga DDB Malaysia)
Copywriter: Joel Lim (Naga DDB Malaysia)
Copywriter: Ted Lim (Naga DDB Malaysia)
Web Designer: Azhar Razali (Antics Studios)
Programmer: Khalid Hilabi (Antics Studios)
Programmer: Patrick Heng (Antics Studios)
Programmer: David Barton-Grimley (Antics Studios)
Client Service: David Mitchell (Naga DDB Malaysia)
Client Service: Keivn Teh (Naga DDB Malaysia)
Client Service: Elaine Giam (Naga DDB Malaysia)
Client Service: Vanessa Gan (Naga DDB Malaysia)
Media placement: Screensaver - Emails, Websites - 30 April 2012
Describe the objective of the promotion.
BMWs come with an energy-reducing feature called Auto Start/Stop that turns the engine off automatically when you brake and come to a complete stop – at a red light or in a traffic jam – and turns it back on again when you step on the accelerator, thus reducing your carbon footprint. BMW wanted to promote this technology in an innovative way.
Describe how the promotion developed from concept to implementation.
We felt that the best way to do this was to develop a screensaver that mimics the technology. The BMW ECO PRO Screensaver detects your face using the webcam, and switches the screen off when you move away. It comes back on when your face is detected again. It works just like the BMW Auto Start/Stop function, and the application is downloadable from BMW-owned media.
Explain why the method of promotion was most relevant to the product or service.
BMW has always been at the forefront of innovation and people expect cutting-edge technology. By developing and implementing a first-of-a-kind application, we are able to maintain BMW’s leadership. Even in the way new products are promoted.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The unique BMW ECO PRO Screensaver allows users everywhere to experience the BMW Auto Start/Stop technology on their computers. Whilst enjoying the power-saving benefits that come with this smarter screensaver. All the while, maintaining BMW’s position as an innovative leader.