An email, based on the concept of a spontaneous exploration, was sent to BMW's current and prospective clients, sending the recipient to the micro-site developed by BMW International.The mailer begins with a bold line of copy, daringly asking the recipient “Are you feeling spontaneous?” This tempts our already inquisitive users to scroll down the page, following the vertical sub-line of copy and the vertical direction of the grungy yellow road line. As the receiver scrolls down they are met with a stop sign. The direction of the yellow line is now horizontal, suggesting there is something more to the right of the email. The line, “If you’ve gone from A to B, why not try C” invites the user to now scroll their page to the right, following the hints. After doing so the user would be shown that “Joy awaits around the next corner,” encouraging them to follow the road sign downwards again. This also provokes a feeling of excitement, as the user is now aware that the reveal is imminent.
One therefore scrolls down quickly and confidently, encountering the warning chevron road sign visuals and for the last time changes direction to see the line “Joy is what you make of it”. All through the mailer the versatility and spontaneity of the BMW X1 has been highlighted, and now it has been revealed that it is up to you to make it happen. One more scroll to the right and the yellow line’s grunge increases into an unexpected paint splat, now shown as having been made by the breathtaking new BMW X1. As the user has now experienced the joy of a creative and spontaneous mailer, they are sure to be excited about a test drive in the new BMW X1!
The mailer also caters for those who insist on the traditional vertical scroll, presenting an unanticipated sign paired with the copy, “Keep your eyes on the road!” to also communicate the positioning of the car as an urban vehicle and not an off-road one. If the user still ignores this no-entry sign, they scroll the page down further until this is no longer possible, to be confronted with a dead-end sign and the words, “Come on, try something new!" as a quirky challenge for our young-minded target market.
Through the unique execution of this mailer, we successfully communicated the spontaneity of this urban vehicle to its audience, by allowing them the opportunity to be spontaneous themselves.