BMW Steps into the World of AR for Launch of First Ever Virtual Viewer
Today, BMW are launching the car brand’s first augmented reality tool in the UK, the BMW Virtual Viewer.
During the pandemic, BMW showrooms across the UK have had to close for the first time in history. So BMW wanted to create a new way for potential customers to explore the BMW range, select and customise a model, and challenge misconceptions around BMW Plug-in Hybrids (PHEVs).
The BMW Virtual Viewer is the result, a step change in the digitisation of the customer experience. It’s completely accessible, anyone can enjoy the viewer via a mobile web browser, with no need to download any app. Try it here on any smartphone or tablet.
Users can instantly place a new BMW PHEV X5, X1 or 3 Series Touring anywhere in their home (or driveway/garage) and see what it would look like at real size. They can customise the car, picking a colour, choosing the alloys, and tweaking the interior. They can play with the car, opening the doors, turning the lights on, even playing the radio. Users can also discover the inner workings in X-Ray view and see how a PHEV switches between petrol and electric mode.
The BMW Virtual Viewer is the first experience of its kind to offer hands-free voice navigation. Simply by talking to the BMW chatbot users can explore every aspect of the experience, ask questions about the PHEV range or electric/hybrid driving, and put themselves to the test with a few playful quizzes. It’s almost like the voice-activated BMW Intelligent Personal Assistant in a real BMW.
This first iteration of the BMW Virtual Viewer focusses on PHEV models, to support the wider campaign developed by FCB Inferno, and the platform will be updated with new models in line with new launches.
Antiloop built the experience, with support from CRAFT. Media support will be provided by Wavemaker, with Zone digital providing retailer support. This experience is powered by 8th Wall web-based augmented reality technology.
Sophie Chiappe (brand communications manager) said: “At BMW we want to ensure that we introduce digital tools in a way that really help prospective customers along their decision journey when choosing a car, whilst ensuring it’s fun and user friendly. This AR work has been designed to be engaging to use, from the navigation through to the built-in quizzes, and we’re excited to launch it showcasing three of our plug-in hybrid cars and the technology they offer.”
Katy Wright, MD at FCB Inferno added: “Creating a customisable AR experience for BMW was the logical next step for an auto brand with innovation at its heart, and adding a level of voice control takes this to the next level. Easy to enjoy - but watch out for backseat living room drivers!”
Managing Director: Katy Wright
Chief Creative Officer: Owen Lee
Business Director: Helena Georghiou
Director of Innovation: Laura Visick
Senior Account Manager: Hayley Marvin
Account Manager: Zakir Hasan
Creative Director: Ben Usher
Creative Director: Rob Farren
Head of Creative Production: Mike Jenkins
Joint Design Lead: Becci Salmon
Graphic Designer: Dante Attuoni
Senior Copywriter: Michael Walker
Junior Copywriter: Sam Jansen
Junior Art Director: Suraj Chauhan
Client: BMW UK
Marketing Director, BMW UK: Michelle Roberts
Brand Communications Manager: Sophie Chiappe
Social Media and Marketing Assistant, BMW i: Zara Higginson
Lead Executive Producer, CRAFT: Paloma Adrien
Executive Producer, CRAFT: Rossana Noceloni
Operations Director, CRAFT: Marcus Johnston
CEO, Antiloop Studio: Frédéric Sanz
Technological & Creative Director, Antiloop Studio: David Bardos
Project Lead, Antiloop Studio: Stephanie Huerre
Project Lead, Antiloop Studio: Francesca Palau del Mas
Lead Developer, Antiloop Studio: Muriel Silveira
Developer, Antiloop Studio: Tamás Harkai
Developer, Antiloop Studio: Thomas Hoek
PM Developer, Antiloop Studio: Julia Aylee Krippel
MEDIA AND RETAILER
Retailer Support: Zone
Category: Automotive , Cars