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April 10, 2009
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.

Comments on this entry

Very lazy. Audi's Rhythm of Lines anyone?

Posted by: Greg Werg at April 11, 2009 08:28 AM


lame gimmick and zero concept...

Posted by: Me You at April 13, 2009 12:08 AM


"A" for effort on the Social Media Approach but "F" for the lack of engagement and interaction still with the customers. When will the big companies realize they need to engage with the Social Media Tools!

Posted by: JustinSMV at April 13, 2009 02:25 AM


It looked very familiar. Very much like to Audi campaign. Still interesting seeing another company's take on it.

Posted by: Jack Zufelt at April 13, 2009 01:55 PM


What about the mac users??? Only PC version of the software in the site.....

if it only has pc version, it's lame!!!!!!

Posted by: Miguel Carino at April 14, 2009 06:25 PM


This is a very interesting campaign. The software on the computers are aimed only for PC users and almost seems like an ad for PC similar to the ads that they are using... "I'm a PC and I'm 4.5." Also, the other with the iPhone is targeted towards mac or apple users and the software is only available for PC users. Also, for such a high end car such as a BMW the commerical looks cheap and is poorly made. Overall, this ad needs a lot of work!

Posted by: Betsy H at April 29, 2009 11:58 PM


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