BMW TV by Denkwerk for BMW

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Industry Cars, TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Germany
Agency Denkwerk
Executive Creative Director Jochen Schlaier
Art Director Alina Schlaier
Editor Felix Lemloh
Released August 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: BMW GROUP
Product/Service: BMW
Date of First Appearance: Aug 26 2009 12:00AM
Entrant Company: DENKWERK, Cologne, GERMANY
Entry URL:
Executive Creative Director: Jochen Schlaier (Denkwerk Gmbh)
Art Director: Alina Schlaier (Denkwerk Gmbh)
Conception: Susanne Junglas (Denkwerk Gmbh)
Project Manager: Milva Becker-Fahr (Denkwerk Gmbh)
Project Manager: Thomas Speicher (Denkwerk Gmbh)
Media Planning: Nils Hachen (Denkwerk Gmbh)
Editor: Felix Lemloh (Denkwerk Gmbh)
Technology: Stephan Clasen (Denkwerk Gmbh)
Head of Technology: Steffen Trenkle (Denkwerk Gmbh)
Head of Digital Media: Marc Milau (BMW Group)
International Advertising And Web Marketing eBusiness: Anja Sartor (BMW Group)
Media placement: Globally Unified Web-Platform - Internet - 26 August 2009
Media placement: Online Portals:, Welt Online, Spiegel Online, T-Online, Handelsblatt, Et - Internet - 01 September 2009
Media placement: Livingroom: Microsoft Media Center Edition, Alcatel Lucent (Settop Box) - Internet - 01 September 2009
Media placement: Social Media: YouTube Channel, Netvibes, Blogosphere - Internet - 01 September 2009
Media placement: Mobile: IPhone App, ITunes - Internet - 19 October 2009

Describe the challenges and key objectives
In the Design field, the task was to develop an automated page layout and teaser system which can be maintained easily, with a focus on the video experience. Moreover, the new layout conveys a clear, simple elegance and reflects the premium quality of the BMW brand. The challenge: To construct a grid which includes interactive functionality, also in high definition, that can be integrated into the navigation of BMW TV in all countries.

Describe the brief from the client
BMW TV is available worldwide, individually definable and creatively excellent. Migrating all the existing video and text content of the and platforms to the new BMW TV globally unified IPTV platform should give users a completely fresh multimedia experience offering not only established approaches, but also a varied range of information and interactive options. The brand-specific themes such as automobiles, innovation, lifestyle and sport are specifically coordinated to the individual needs of the user. The target group comprises tech-savvy Internet users, BMW customers, technophiles and fans of the brand.

Describe how you arrived at the final design
A complete design grid that is based on a video HD format and enables a dynamic page building: Ten screenshots from every video are generated automatically and inserted into the platform at the same time. A special highlight: The video wall enables users to capture and sort videos intuitively and gives access to the entire video repertoire. To fulfil the typographic requirements the system font Arial was applied to guarantee a search engine optimization as well as a maintenance in other countries. Thus, the Corporate Identity has been interpreted and implemented especially for interactive media.

Give some indication of how successful the outcome was in the market
Result in numbers: Since the go-live in September 2009, BMW TV is a highly frequented portal. Every visitor spends approximately six minutes on the platform, worldwide. For the inquiry period from September 1st to October 15th 2009 (only six weeks) the total amount of visits, as well as unique visitors, lay in a six-digit range. Additionally, the total amount of video views amounted to approximately half a million.