BMW Design & Branding 3 SERIES MICROSITE by Cundari

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Industry Cars
Media Design & Branding
Market Canada
Agency Cundari
Art Director Andrew Bernardi
Copywriter Alex Manahan
Designer Andrew Bernardi, Meghan D'mello
Released February 2012

Credits & Description

Category: Online Digital Design
Advertiser: BMW CANADA
Product/Service: 3 SERIES LAUNCH
Chief Creative Officer: Brent Choi (Cundari)
Assistant Creative Director - Art Director: Mike Dietrich
Art Director: Andrew Bernardi
Copywriter: Alex Manahan
Designer: Andrew Bernardi
Designer: Meghan D'mello
Digital Director: Rob Emlay
Interactive Designer: John Filleti
Developers: Domenic Garaci
Developers: Patrick Lee
Developers: Ali Asim
Developers: Pankaj Saini
Developers: Jin Kim
QA: Jacob Brown
Digital Artist: George Kanellakis
Account Services: Daryn Sutherland
Account Services: Katie Lynn
Account Services: Devon Enright
Media Company: Media Experts
Media placement: Web Site - Online - February 19th 2012

Describe the brief from the client
For the first time ever, BMW launched a new 3 Series Sedan with 3 distinct model lines: Sport, Luxury and Modern. The positioning for the launch campaign was 'Impossibly Better', and we were challenged with creating a microsite that lived up to this ,as well as showcased each model line’s unique features.

Describe the challenges and key objectives
Our challenge was ensuring our target could see and understand the small but distinct differences between the model lines. The solution was to create a parallax website with 3 paths - 1 for each line. This enabled visitors to scroll between Sport, Luxury and Modern at any point on any tile, so they could compare their unique features.

Describe how you arrived at the final design
By giving visitors the ability to move seamlessly between 3 paths, we created a unique parallax site that scrolls in North, South, East and West directions.
While most sites in the luxury automotive segment feature simple imagery, dense copy and little user interaction, stands out in terms of visuals and navigation - looking and feeling as innovative as the new 3 Series itself.

Give some indication of how successful the outcome was in the market
Although has only been live for a short time, people are already spending an average of 4:24 on the site – including the French and Chinese versions.