For this campaign we were asked to take the BMW consumer on a journey from the point that they set foot (or rather mouse) on the website to the point where they buy the car, creating an experience for "Brian", the typical consumer.
In the oprocess of getting to the site, Brian will most likely go through google, we decided to make use of BMW's ad by creating an interaction with the consumer before he's even got to the Website
This step is Brian's arrival at the homepage or through the link that he just clicked on via the google ad. If Brians clicks on the advert it will take him to what you see on the slide below which he clicks on to take him to the next stage of his journey. If he gets to the website by another means, the slide below will pop up after 30 seconds. There will also be a button on the home oage to click on to take him to the next stage as well.
This step is about Brian creating the car that is right for him, there will be comments made about the decisions to increase a level of personalisation and interaction with the consumer.
There will also be the chance to put his signature on the car, reinforcing the fact that this is his car, he just has to buy it. Once he's finished he will be asked for his address so that he can recieve a special gift.
A few days after his test drive Brian will be send a letter giving him his own BMW owner's club membership card, this last step is a last push to get him to buy the car by showing him the benefits of having a BMW and also to really cement the relationship between Brian and the BMW brand and make him feel like he's the part of an exclusive club with benefits on certain things/services run by BMW.
