BMW Z4 : Expression of Joy
As you might remember, BMW already played with 3D animation. Well, it seems that when the German automotive company gets into innovative projects, they never do things by halves.
In UK, they ‘ve adapted their “Expression of Joy” campaign on many supports and technologies. One to notice is the Augmented Reality application :
You can start the experience here.
I admit they are not the first brand to use AR, but in my point of view the all campaign remains consistent, especially regarding the positioning of the product, and shows a nice execution.
Note that the BMW group already used this technology in Germany for their Mini brand. They have also explored this field for some years now, in a very interesting industrial and service perspective.
As part of this campaign -based on South African artist Robin Rhode creative vision,using the roadster as a brush-, if you guess which population BMW is targeting, you might find obvious an iPhone application has also been developped.
You can see a demo here.
One frustration could come from the social media approach, which, as it looks, is, once again, limited to a simple presence on Facebook and Youtube, used only as plateforms where content is put by the brand with no form of interaction. But we know, monitoring the lack of success of most of the brands until now, it is not an easy part.