The Ask

With the launch of the BMW 2 Series, BMW looked to forge a deeper connection with potential customers, demonstrating the superior driving potential of the car and reinforcing its brand proposition of “joy”.

The Answer

To achieve this, we launched a bespoke client-branded destination dedicated to a love of high-performance driving, as well as the functionality of the BMW 2 Series itself.

The destination was created using a parallax scroll and flat design to reflect BMW’s slick and seamless brand. As well as offering a wealth of new information on the Series 2 model, audiences were invited to register for a racecourse test drive and encouraged to read through inspiring native articles and galleries.

To streamline appeal, the parallax scrolling presented the webpage with multiple layers. Added animation offered more unique and dynamic effects, and a recreation of the BMW racetrack online enabled a unique experience for users to experience it there first.

The Outcome

• 610,700 page views
• 127,700 unique visitors
• 9,728 video streams
• 852 total registrations