Task.
For the new BMW 7 Series Sedan, a configurator was to be created that would fit perfectly into the campaign and online multimedia highlight - as well as meet in every detail the standards set by the flagship model from BMW. High demands were also set for the configurator's performance and maintainability.
Strategy.
The BMW 7 Series Configurator allows users to create their own personal vehicle down to the finest detail, yet at the same time, it does away with extensive menus and complex navigation. The focus is placed on experiencing and exploring when users select the equipment they desire directly on the vehicle, which is shown in a large format.
