Task.
Required for the BMW 3 Series Touring (2008) model update was an internet highlight that builds upon the main idea from the international launch campaign ("Discover everyday") in a manner appropriate for the internet.
Strategy.
"Do you see a lake? Or fly fishing in the morning light?" This dual-question mechanism used in all facets the offline campaign is carried over to the internet highlight as a central concept for navigation, content and vehicle presentation. However, instead of applying the concept without modification, it is elaborated upon to fit the innovative character of the medium.
Realisation.
Through the main intro sequence, users are drawn into the world of "discoverers", while emotion-laden images and dynamic driving scenes showcase the car from the first moment on as a dynamic and emotional vehicle that paves new paths. Through a central navigation platform, users reach the individual sections, each of which has its own creative motif and individual intros that establish the right mood for the content to follow.
