To get this message across, we had a couple of options: a traditional monologue or come up with something truly conversation-creating.Where is the ideal place to engage them in a conversation about Joy and Success? It’s where they spend most of their time pursing it – the gleaming office buildings in the CBD.

Our idea was to transform these symbols of success into symbols of Joy, even for a brief while.We planned to surprise people outside Suntec City Towers 2 and 3 with a 3D interactive projection display – prompting people to take Joy to work. The event also featured a first-ever interactive live SMS projection where consumers could share their messages of Joy with thousands of viewers.

Apart from the thousands of office workers who watched from the streets and their workplaces, the YouTube video of the event reached 300,000 people in a city of 4.5 million.

It was also featured in blogs, forums and social sites, notably in mashable.com, Contagious magazine and viralblog.com.An on-line brand tracking study proved we increased the buzz on BMW and JOY by over 200 times. We also helped connect Joy and BMW – increasing the positive sentiment of those conversations by over 25%.