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.)

BMW,
2021

In the world of automobile manufacturing, innovation and sustainability are key

BMW was to reveal their latest vision vehicle at IAA Mobility 2021. However, Covid struck and locked the world down. Rather than cancelling the launch, BMW got creative and introduced a completely digital world, Joytopia

This allowed for an immersive and interactive experience, accessible on any device, and free of charge. Despite the challenges, BMW demonstrated how they are willing to adapt and push the boundaries to engage audiences in a constantly evolving world.

Brief

Joytopia provides users with the opportunity to immerse themselves in the virtual realm of BMW and explore with their customised avatar, created from a selfie

With Joytopia, BMW has revolutionised the automotive industry by delivering a distinct and unprecedented brand encounter within the Metaverse.

This innovation has added a touch of innovation, glimmer, and joy to the world of individual mobility, shaping its future.

Solution

An extraordinary way to interact with their brand -Joytopia, a Metaverse that is revolutionising the world of corporate communication.

This innovative streaming platform allows users to explore the virtual world of BMW and embark on unique experiences with their personalised avatar based on a selfie.

What started as a digital event debut at IAA Mobility 2021 has become a phenomenon that appeals to young target groups worldwide, emphasising the importance of electric mobility, circular economy, and sustainability.

The launch event itself was a spectacle, featuring a breathtaking Coldplay concert, whimsical mushroom forests, and a talking fox voiced by the Hollywood actor, Christoph Waltz. It was an instant sensation.

Success

It was an instant sensation.

The launch event itself was a spectacle, featuring a breathtaking Coldplay concert, whimsical mushroom forests, and a talking fox voiced by the Hollywood actor, Christoph Waltz.

Aswell 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.

150k +

Visits on the premiere day of Joytopia at IAA
30+

Countries registered
13

Minutes average visit duration
42.8+

Million contacts on TikTok

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Global Awards

BMW Joytopia has won numerous global awards

ART Directors Club: Digital / Grand Prix
ART Directors Club: Brand Advertising > Mobile/Online Media > Web-/Microsite / Gold
ART Directors Club: Digital Product/Service > Applications > Web-/Microsite / Gold
ART Directors Club: Digital Skills > Creative Use of Technology > Technology / Gold
ART Directors Club: Motion Design > Motion Design for > Web-/Microsite / Gold
The Webby Awards: Virtual & Remote > Technology / Winner
The Webby Awards: Virtual & Remote > Technology / Winner
The Webby Awards: Virtual & Remote > Best 360 Video / Winner
The Webby Awards: 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
Die Klappe: Best Branded Digital Experience / Silver

What they say about us

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