Luxury car manufacturer BMW is embarking on a drive for charity.

The German marque last night unveiled a campaign to raise money for The Straits Times' School Pocket Money Fund (SPMF).

As part of its Story of Joy marketing campaign, the company unveiled 3-D blocks (left) that will be placed outside Wisma Atria till next Wednesday.

Members of the public will be encouraged to sign the blocks, and for every signature collected, BMW will donate $1 to the SPMF.

The company hopes to attract at least 10,000 signatures. But even if it falls short, it will donate $10,000 to the SPMF.

If it exceeds its target, BMW will match its donation to the number of signatures collected.

The signing campaign kicked off last night with visiting senior executives of the company, celebrities and customers and friends of BMW adding their scrawls to the blocks.

PHOTO: BMW