2022 Winners & Shortlists

BMW MUSEUM OF SOUNDS

Short List
BrandBMW
Product/ServiceBMW M
EntrantSERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryConsumer Goods
Idea Creation SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
PR SERVICEPLAN GERMANY Munich, GERMANY
Production MEMORIES EVENTS MANAGEMENT, UNITED ARAB EMIRATES
Post Production COLD CUTZ Dubai, UNITED ARAB EMIRATES
Post Production 2 MEMORIES EVENTS MANAGEMENT, UNITED ARAB EMIRATES
Post Production 3 BIG FOOT FILMS Dubai, UNITED ARAB EMIRATES

Background

BMW has doubled down on its promise of a more sustainable future by committing to deliver 25 electrified models on road by 2023. Die-hard fans however, have mixed feelings about this transition because they will miss the roaring sounds of the BMW M combustion engine. How could we ease our primary customer base into an entirely new era, while still giving them a chance to hold on to what they love most about our current generation of cars.

Describe the strategy

As the race for electrification heats up among the leading automotive brands, we wanted to start closest to home by converting our most die-hard fans. The biggest challenge here was the perception motor-heads have about electric cars in terms of sheer power which translates to the thunderous sounds of the combustion engine. This campaign not only gave us a chance to acknowledge their avid fandom, but also an opportunity to tell them more about the BMW M electric lineup. It also doubled up as a great way to catch the attention of fence sitters and loyalists of competitor brands to imagine the perks of driving a BMW.

Describe the execution

19 BMW M owners were invited for a unique track-day opportunity at Dubai Autodrome. Each car was rigged with high fidelity recording devices that captured the engines sounds in detail. Former DTM champion, Bruno Spengler was invited to set the pace as an added incentive. The audio output of each car was visualized using a bespoke data visualizer created specifically for this campaign and turned into NFTs. The NFTs were promoted and revealed to the world across our social channels including Instagram, LinkedIn, Snapchat and TikTok. The massive digital screens at our showrooms also displayed the eye catching art pieces in their full glory.

List the results

The ownership of the NFTs have been transferred to the drivers and will perpetually create value for the holders over and above the nostalgic sentiment, by unlocking exclusive experiences and previews from the brand. The 1 of 1 ethically-created NFTs were minted using an environmentally friendly blockchain. They are quite coveted by collectors on opensea.io. BMW became the first auto brand to successfully launch an NFT of this kind. Even the most seasoned critiques of the NFT world were impressed by the clever use of the engine sounds to create an NFT that’s more than just a fad. And for our die-hard fans, (past, present and future) we created an entirely new way to celebrate their love for our cars. The campaign has garnered press coverage worth millions, and more importantly, the applications for test driving the upcoming electric models have seen a massive spike (+45%) since the launch

Credits

Name Company Role
Rami Hmadeh Serviceplan Middle East Manager Partner
Natalie Shardan Serviceplan Middle East General Manager
Azhar Siddiqui Serviceplan Middle East Manager Partner
Frances Valerie Bonifacio Serviceplan Middle East Head of Strategy
Jason Romeyko Serviceplan Group Worldwide Executive Creative Director
Akhilesh Bagri Serviceplan Middle East Chief Creative Officer
André Couto Serviceplan Middle East Creative Director
Saleh Elghatit Serviceplan Middle East Creative Director
Kenneth Barnes Serviceplan Middle East Art Director
Kunal Gagwani Serviceplan Middle East Art Director
Yasir Ali Serviceplan Middle East Art Director
Saaniya Abbas Serviceplan Middle East Art Director
Tudor Cucu Serviceplan Group Art Director
Aashna Gopalkrishnan Serviceplan Middle East Copywriter
Alejandro Bucoy Serviceplan Middle East Junior Art Director
Artchie Belcena Serviceplan Middle East Junior Art Director
Kai West Serviceplan Group Junior Art Director
Nauman Sheikh Serviceplan Middle East Studio
Cristian J.B. Cristian Motion Graphic Designer
Karim Mroueh Serviceplan Middle East Business Director
Saed Shaka Serviceplan Middle East Account Manager
Gonca Gorgulu Serviceplan Middle East Account Manager
Helmi Abdalhadi Serviceplan Middle East Digital Manager
Neda Zag Cold Cutz Editor
Rudy Bas Rudy Bas Sound Editor
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