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BMW North America
BMW
Ei was engaged by BMW to design a website for the launch of BMW's new 7 series.
The rich and exciting Flash-based site successfully introduced the car to a pre-qualified audience
in advance of its official debut.
Subsequently, BMW selected Ei to work their online car customization tools with the design of a
BMW wheel configurator and a customized PDF on demand. BMW's on demand e-brochure allows customers
to select exterior and interior car colors and options, online, and then print a custom brochure.
Ei addressed the traditional online shopping hurdles (can't see selections, colors look washed out)
and developed a tool with larger imagery, more realistic color samples and dynamic aisles for color
and wheel selection. Users "try on" the different combinations and once they find their perfect match,
print them out to bring to their local dealer.
Two more BMW initiatives included a web banner ad promoting the new 3 series TV commercial and a web-based
flash promotion celebrating the coincidence of the classic BMW 2002 with the year 2002. Using still images,
Ei created a banner ad that recreates with precision and credibility, the speed and fun of the stroboscopic
affect used in the 30 sec. commercial. Animated color backgrounds surrounding still images of the 2002 create
a sense of movement for the fast, safe, high performance sedan that began America's love affair with BMW's.
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