To the Korean consumers, BMW only had the image that it is the imported car of which the performance is extraordinary. The situation was that, compared to its fame as a global brand, the level of awareness of the promise of the brand called “JOY” was not high. This is because the communication activities that had been proceeded with regarding the brand in order to deliver the JOY until previously had been a brand-centered, unilateral declaration. The abstract explanations, too, which cannot be clearly and definitely delivered to the inside of the recognition of the consumers had the limitations in delivering the meaning of JOY. In such a situation, we judged that the more clear and definite true nature must be presented to the consumers and the message of JOY must be delivered.

We thought that, because the true value of JOY, which is the core of the brand, stems from the emotional domain through the experience, in order to deliver the value of BMW, as the clear and definite true nature, to the consumers, the experiences of seeing and touching are needed. And I judged that the children of the present are the protagonists who will live in the 100 years of the future which are promised by BMW and that they are the main agents who possess the pure minds and the hopes directed towards the dreams. So, among the children, who are the biggest potential customers who can implant the good awareness regarding the brand, we found the children who like cars and who have the dreams regarding cars.

In order to make the protagonist of the experience and all of the general public sympathize with the dream regarding cars and driving, the advanced before the filming was necessary. In the blind spots of the car, there were the remodeling into the optimal form in which a stunt driver drives the car instead. It was made so that there was the feeling of the child riding on the driver’s seat of this remodeled BMW car actually driving. By inviting the children to the Driving Center of BMW, the opportunity for the children who were delighted while seeing the diverse models exhibited to directly drive was proposed. They were made to experience driving while listening to the manipulation methods for the driving and the instructions through the walkie-talkie with the tense appearances. The children thought that they were actually driving.