Acquisition - Automobile - BBDO - Branding - Direct Mail - Sustainability

The world’s first totally sustainable car brochure

02/10/2018

Background

The BMW i3 is a premium urban vehicle and 100% electric. It does not consume fossil fuels and it has no polluting emissions. Even the factory where it is built is environmentally friendly. Every part has been designed with sustainability in mind, from the use of 100% water power to create the car chassis through to the growth of eucalyptus trees in the factory grounds to prevent air pollution and to the raising of sheep around the plant so their wool could be used to cushion the car, thus saving the energy of transporting wool from distant locations.

 

Idea

To promote the BMW i3 but in a way that supported all its values, the first totally sustainable car brochure was born. Its pages were made from materials which had been collected from recycling plants around Germany. Each page was created with a different material. Woodchip, rubber, glass, tin, artificial leather, marble, satin, corrugated cardboard, recycled paper, recycled cardboard, canvas and even tarp off an old BMW billboard. The catalogue was placed inside a recycled wooden box lined with sheep’s wool and mailed to potential BMW 13 customers. It was also displayed in BMW dealerships around Israel. Check out the case movie of this creative piece of art hereunder:


 

 

Comment

This is one of those pieces you really need to have in your hands; to feel the weight of it; and the textures of each page. Each part is fascinating in itself but all the parts add up to a simple, single whole. Which is to say, this is the most eco-aware car on the planet at this moment. This would have cost a lot to produce. But if it helped sell just ten £34,000 cars, it would have delivered a handsome return on idea.


P.S. : The Brussels Motor Show 2019 is approaching. Make sure your offer stands out. Discover our promotion on In-Home Advertising (Direct Mail and Door to door) here.

Patrick Collister
Patrick Collister

Editor Directory Magazine

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