With BMW’s First-ever i3s series launching in Singapore, they approached us for a promotional direct mailer that would tap into the electric nature of the BMW i3s to put the power of electric into the hands of the recipient.

Working closely with a copywriter, we proposed the use of an interactive direct mailer that encourages recipients to trace the outline of the BMW i3s using a conductive ink pen, to connect a battery and headlights-shaped LEDs, in order to bring a mini BMW i3s alive.