Challenge
At BMW Motorrad, joie de vivre meets engineering, emotional stories meet aftersale products. How can a new brand and product platform convey the passion for the brand world and the entire BMW Motorrad product range?
Solution
Bringing the fascination to life Within the new BMW Motorrad brand apltform, we stage motorcycling as an attitude to life and place the people who live the brand and their experiences centre stage. Exciting stories and events are designed to bring the product emotionally closer to the user. All the while, we intelligently interweave brand, product, lifestyle and cross-selling through dynamic content. The promise “Make Life a Ride” is always in the foreground. Even more individual. Even more special. We create personal product experiences that connect stories with USPs and reflect the character of the product – through exciting perspectives on the motorbike, vibrant sounds and videos that let you experience the driving experience up close – or through a personal configuration. An intelligent tagging system enables a seamless combination of brand and product experience. The new BMW Motorrad platform based on the CMS system Adobe Experience Manager 6 serves as the master for 50 countries and has a flexible component set and an integrated translation interface, which makes it very easy for individual countries to adapt the site locally. Together with BMW we defined a new agile development process in order to continuously enhance and optimise the online experience. The services we provided were: Strategy & Concept Development UX- & Interaction-Design & Online Styleguide Wireframes & Screendesign Prototyping & Usability-Testing Content Strategy & Production Frontend Development & Project-Management (Scrum) Backend Consulting & Quality Supervision Stakeholder Management &. Roll-Out Management (countries and local dealers) In depth CRM & configurator integration
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