BMW WELCOME PACK

To welcome new owners to BMW, we sent them more than just a pack. We stripped out the cold facts and figures and immersed readers in the world of BMW with image recognition and augmented reality technology as well as traditional print techniques.

The welcome book was a tactile experience with five different print finishes and four paper stocks. Used in conjunction with the ‘My BMW’ app, recipients were able to enjoy a virtual BMW experience complete with five purpose-made videos and an interactive model of BMW’s most futuristic vehicle at the time, the i8.