Event Dates and Venue:

Senayan City, Jakarta (Jul 22 – 26, 2009)

The Case:

BMW Indonesia wants to light up the passion towards its brand, and provide the unique and exclusive BMW experience: “Joy is BMW”

The Challenge:

Translate “Joy is BMW” in a way that is relevant to the target consumers and adhere to the BMW’s strict brand guidance.


The Solution:

Define BMW’s “Principle of Joy” as an artful, explosive and vibrant expression of joy through “Joyful Colors” inspired by famous South-African artist Robin Rhodes.

Colorful BMW tire tracks and BMW art car used to ignite passion, encourage expression and create connection between BMW and the target consumer.


The Result:

More than 60 units of BMW sold during the exhibition week, with transaction value exceeding IDR 70 billion.