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How BMW i3 Brought it's Features to Life

the challenge

All features came alive via our mobile experience. All features came alive via our mobile experience; Connected Print Ads made it even better. For the 2014 BMW World to launch the BMW i3 wanted us to create a cracking digital experience for the premium BMW aspirants & users. Users were enabled to use unique mobile experience to book event tickets, view event highlights, car features and interact with exclusive AR content at event site.

We were asked to make the launch event come to life through an innovative and engaging work. The ROI for the event had to be higher than usual

consumer insight

Consumers like being in control of their own experiences.

The more the consumers can interact with hidden content, the stronger the desire to associate with the brand.
solution - The Idea

Using augmented reality technology, we created an application for BMW where car lovers are can interact with the brand and gain exclusive BMW content. The app also helped create leads for test drive and provided on-the-go vehicle information. Cloud enabled, it allowed for quick updates to the app. Leveraging on what this, we adapted the app into an event application and create new augmented reality content that allow users to interact with the actual showroom cars at the event.

Consumers could discover and customise their own dream BMW i3.

We added life to the BMW venture during the i3 Launch.
All features came alive via our mobile experience; Connected Print Ads made it even better.
results

Our solution for BMW during the World Event 2014 was a disruptive one for the Singaporean market, where the engagement on the brand increase significantly and an extreme sense of feel good factor was created around the brand BMW.

Conversions. Reactions. Delight.

  • 100%

    increase in app downloads
  • 1 in 4

    visitors used the app
  • #13

    in Singapore Entertainment apps
  • #133

    of all apps, beating LinkedIn
  • 3500

    leads in a single day

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