Integrated Maketing

BMW Guggenhiem LAB: A Mobile Laboratory, A Reinvestment in Urban Planning.

BMW has recently launched a new integrated campaign designed to promote innovation in urban planning. The concept isn’t new, but it is timely and simple making it an effective vehicle to promote the BMW brand world wide. This collaborative project launched in New York last month and will be traveling to 9 major cities world wide over the next two years.

Working in conjunction with the Guggenhiem in New York, The BMW Guggenheim Lab is a mobile travelling idea lab that looks at the challenges of cities and urban planning with a multiple disciplinary backgrounds, and it invites residents to participate both online and in person.

BMW posted its half year earnings at a record high for 2011, and the company has actually had its year ever financially. By taking some of these record profits and redirecting them back into a worthy public facing cause, BMW helps to soften the public opinion of theirĀ  brand, and strengthen their commitment to the environment and our increasingly crowded planet.

“The BMW Guggenheim Lab is a mobile laboratory traveling to nine major cities worldwide over six years. Led by international, interdisciplinary teams of emerging talents in the areas of urbanism, architecture, art, design, science, technology, education, and sustainability, the Lab addresses issues of contemporary urban life through programs and public discourse. Its goal is the exploration of new ideas, experimentation, and ultimately the creation of forward-thinking solutions for city life.”

A New Honda TV Spot, with Matching iPhone App = Genius.

Wieden & Kennedy‘s london offices will be releasing a new TV spot and iPhone application to advertise the Honda “Jazz” (Fit in the USA). The spot titled “This Unpredictable Life,” highlights the joys and challenges that we all face as we go through our lives, and shows how the Jazz is designed to help us cope with all the changes. Produced for Wieden & Kennedy by Smith Foulkes, the spot shows us a surreal world constructed from animated computer graphics that shows us the journey of life, with all its potential ups and downs.

Through out the TV spot various characters are surfaced including children, pets, partners, spouses, friends and more. Along with all of the characters are the mountains of stuff that we collect throughout the course of our lives, all of which will fit perfectly into an endless sea of car seats. The spot is visually stunning and plays really well. So much so that the Honda Jazz almost feels like an after thought that was tacked on to the end of the spot.

In a move that I love and am a huge fan of, Wieden and Kennedy was smart enough to design an iPhone application that will be released on the same day as the campaign launch. This is something I wish more companies would do. The app uses the same imagery that is contained in the spot and works directly with the TV commercial. That’s right you need the TV spot to play the game, which encourages people to ‘grab’ characters from the TV screen (or computer, depending on where you are watching the ad) by swiping the iPhone at it, Nintendo Wii-style. Yes that is genius. Once you have the character from the TV spot, you can interact with it on your phone – for example, a space monkey character can be made to dance by singing into your phone. Nice touch don’t you think? A demo video of the application is below.

Agency: Wieden + Kennedy London
Creative directors: Sam Heath, Chris Groom
Production: Nexus Productions
Directors: Smith & Foulkes
App creatives (W+K): Duncan Bone, Kate Harrison, Will Hooke
Interactive producer (W+K): Dom Tunon
App director, product management (Gravity Mobile): Jeff Benson
App senior software developers (Gravity Mobile): Zac White, Adam Wolf

The New York Marathon and Asics Interactive Media.

This is the kind of thing that makes me love the world we are living in today. This is such a simple idea, and the technology used to create it is not revolutionary by any means. The execution, and the idea though are. This is the kind of thing that would have been close to impossible to pull off as little as five years ago. At least pull it off with as much penetration and impact as is displayed here. This is such a great example of how integrated marketing that leverages social media and technology can be a real game changer. This simple idea takes an otherwise impersonal experience and makes it more personal.While this wouldn’t have been inexpensive to pull off, the money is well spent on a multilayered media blitz that supports more than the New York Marathon and does more than simply promote Asics.