PD02

DEMO
BMW i8

WHEN A CONCEPT EXCITES THROUGH THE SENSES

13:23

WE COMMUNICATE CONCEPTS AND LIVE THEM

OBJECTIVE

To create a new tool with which to not only show, but make people feel, the concept of the BMW i8 at points of sale, keeping in mind the high purchasing level of the target audience.  A target audience that seeks out an elegant and modern design, loves driving sports car, and is interested in electric vehicles.

 

"We continue to develop potential new technologies in a wide open field."

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KEY FACTORS

The BMWi8 is the first sports car by the German company BMW with the gas usage and emissions of a compact vehicle.  The strength and comfort of this plug-in hybrid lies in, among other factors, the perfect synchronization between the electric and combustion engine. A safe, efficient and elegant vehicle.

CLIENT NEEDS

To present the BMW i8 in dealerships where the model couldn’t be physically present. To create a tool that permitted the client to see the car with all the extras, colors and  upholstery they could desire.

HOW DID WE DO IT?

When we presented the demo for the BMW i8, we wanted to go above and beyond with the finishing touches, and also on a visual level.  We wanted to create a 3D fantasy universe with an almost unsettling space-like atmosphere that would contrast the fluidity and ergometry of the design of the BMW i8. We wanted to depict two totally opposite settings, the hostility of the a barren, aggressive wasteland and the comfort and safety of the car.
We created interactive panels so that the user could enter the car and play around with the interior finishes.  But we wanted to go even further than that, and so we created a differential marketing tool integrated into the experience; heat maps.
With the heat maps we succeeded in monitoring the movement of the user within the space, where they looked and for how long.  We developed this tool that allowed the company to collect information and make a database in order to optimize the design process and the presentation of the car at points of sale.

THE SEARCH CONTINUES

We continue to develop potential new technologies in what we consider an open field filled to the brim with possibilities. Tracking a user’s gaze is just the tip of the iceberg. Heat maps could be a revolution for our clients, which is why we continue to work internally on all of their potential uses.