Title	BMW GROUP CORPORATE WEBSITE
Brand	BMW GROUP
Product/Service	WEBSITE
Category	B01. Websites
Entrant	INTERONE Munich, GERMANY
Idea Creation	BMW GROUP Munich, GERMANY

Name	Company	Position
Matthias Schäfer	Interone GmbH	CCO
Shin Oh	Interone GmbH	General Manager, ECD
Jonas Hirscheider	Interone GmbH	Director Client Services
Isabel Klose	Interone GmbH	Account Director
Emanuel Fink	Interone GmbH	Account Manager
Annegret Ahrenberg	Interone GmbH	Account Executive
Theresa Heidecker	Interone GmbH	Account Executive
Gregor Myszor	Interone GmbH	Creative Director
Iris Sofka	Interone GmbH	Senior Art Director
Marian Cizmarik	Interone GmbH	Art Director
Dominik Ritter	Interone GmbH	Junior Art Director
Matthias Ragossnig	Interone GmbH	Junior Art Director
Ariane Winter	Interone GmbH	Creative Director
Sascha Köhn	Interone GmbH	Concept Designer
Roland Völkel	Interone GmbH	Copywriter
Bastian Günther	Interone GmbH	Content Maintenance
Oleg Korol	Interone GmbH	Junior TPM
Marco Schuster	Interone GmbH	Junior Web Developer

The Campaign

The company’s revised web presence should feature new content, innovative technology and a new digital corporate design. At the same time the used imagery on the new website has to reflect the premium standards of the BMW Group. Therefor the chosen central image motif was shot exclusively for the website and shows the heart of the company: the BMW four-cylinder headquarters building and the neighbouring buildings BMW Welt, BMW Museum and BMW Munich plant. Contentwise the idea was to shorten click paths and bring the most important and interesting pieces of information to the top levels of the website.

Creative Execution

First, the new corporate design has been reworked and adapted for the online platform. Based on these changes the user interface was completely redesigned, and is now geared towards mobile use, clarity, orientation and modernity - and in conjunction with motion design elements underlines the dynamism and future orientation of the company. By using large-format graphics and sliders in gallery format as well as a frameless structure, the website provides accessible information. The contents are prepared and visualised in a way that adapts automatically to any screen size and any device. Everything can be found easily and intuitively. Photographic and video materials are integrated in such a way as to allow ideal representation on all mobile devices. The online presence is topped off with smart features, interactive infographics, high-quality edited stories and a comprehensive insight into the career world of the BMW Group.

The result is a state-of-the-art platform for the digital identity of the BMW Group, which highlights the company's premium standard in all facets and enables communication activities to an interested and general public in the anniversary year. This led to an increased interest from press and public and gave users a totally new way to interact with the corporate content of one of the most innovative global companies and the world’s leading premium manufacturer of automobiles and motorcycles.

The new corporate website had to be strategically very different from the existing page. This was achieved through the use of innovative technology, new UX approaches, a new structure of the contents as well as a shift in the focus of long continuous text on a more visual browsing experience. First we looked at all the different target audiences a corporate website has to satisfy. We then decided to order the existing content into different hubs and made them available through the navigation. This allows special interest groups like applicants or investors to reach relevant information as fast as possible by clicking for example on „Careers“ or „Investor Relations“ respectively. Visitors with the wish to browse through the information of the BMW Group freely can do so by using the on-site search or by letting themselves be inspired on our front page tool – the picture based Panoptikum.