Best Automobile Online Ad

The audience for the X6 car leads a high-paced life and is constantly busy. The X6 teaser Site had to cater to this mindset, the content had to be easily accessibly and be full of interesting, quick-hitting vehicle details. Our target largely high-level executives need information served to them in a quick, efficient and engaging fashion. Coinciding with the Detroit Auto Show, we launched an intro site to support the world premiere of the new vehicle at the Detroit Auto show. Site features the unique (and new category) design of the X6 a four-door coupe blended with the versatility of a sports utility vehicle. The heart of the site the Anatomy of the X6 gives quick and informative bits of information on some of the main features. Users find information ranging from the exterior styling to the latest driving technology Dynamic Performance Control from BMW. The section includes a hypothetical workspace within BMW with handwritten notes on a white board. All of the notes correlate with in-car technology. As it¹s a new category, the strategy of the site is to generate hand-raisers and leads within the X6 audience while offering a chance to continue the X6 dialogue. Since the 1/14 launch of the site, there have been 172,000 unique visitors and 1,500+ leads in just over two weeks. During these two weeks there has only been industry press regarding the X6, but no above the line advertising positioning BMW for a successful launch.

Contributors:

Creative Director:	Aric Cheston
Associate Creative Director:	Anthony Monahan
Associate Creative Director:	Marc Hartzman
Copywriter:	Hilary Hudgins
Art Director:	Jonathon Cochran
Flash Developer:	Jason McKim
Producer :	Daissy Vicuna
Account Supervisor:	Allyson Witherspoon
Account Executive:	Larry Rampe
Group Account Director:	Richard Coughlin

DOTGLU

Location: USA