Gold | 2017 One Show Young Ones  ]
Bronze (Third Prize) | 2017 New York Festival Advertising Award ]
[ Finalist | Ad Stars International Advertising Awards ]

CNN

BMW Family Sync

An interactive toy car that connects families together.

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Background

BMW Connected Drive connects people to the car and the world.

BMW Connected Drive is a smart navigation system that helps direct drivers where they need to be precisely on time.

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Insight

BMW's main target is mostly businessmen and working parents.

Working parents spend less than 36 minutes of quality time each day with their children due to the demands of everyday life.

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Idea

We created an interactive toy car that connects families together.

We decided to help parents connect more with their families through a toy car called Family Sync which utilizes BMW Connected Drive. Family sync activates the moment a parent chooses “HOME” as a destination on their Connected Drive. The windshield of the toy car then displays a countdown to the arrival time along with a real-time map of the car’s location. An additional feature includes the ability for children to send voice messages as well.

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Credits

Instructor: SungKwon Ha & Mike Oh

Partner: Jin Park

Recognition

Gold | 2017 One Show Young Ones  ]

Bronze (Third Prize) | 2017 New York Festival Advertising Award ]

[ Finalist | Ad Stars International Advertising Awards ]

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