Task.
Interone was called upon to develop an online campaign reflecting the new BMW 3 Series Convertible's positioning, one that is decidedly more upscale compared to the previous model. The vehicle was to be showcased as the first BMW 3 Series Convertible with a hard-top roof. Also part of the plan was to promote sales in target groups traditionally not addressed in product communication.
Strategy.
The idea starting things off was: there is no current competitor that can compare to BMW 3 Series Convertible. We then looked for an opponent of which the same can be said. And we found one: the wind. And we challenged it to a duel with the BMW 3 Series Convertible.
Realisation.
The user can switch smoothly between film layers, where the wind meets the BMW 3 Series Convertible, and product layers. To lend the product communication as much emotion as possible, the layers are closely intertwined.
