The new BMW X1
Experience spontaneity
An email, based on the concept of a spontaneous exploration, was sent to BMW's current and prospective clients, sending the recipient to the micro-site. Through the unique execution of this mailer, we successfully communicated the spontaneity of this urban vehicle to its audience, by allowing them the opportunity to be spontaneous themselves.
March 2011 Creative Director, Art Director, UI Design Lead, Front-end Developer, Copywriter – Gloo, South Africa
The mailer also caters for those who insist on the traditional vertical scroll, presenting an unanticipated sign paired with the copy, “Keep your eyes on the road!” to also communicate the positioning of the car as an urban vehicle and not an off-road one.