BMW for Kelley Blue Book

Interactive Rich Media Ad  |  Visual Design

Overview

My Role

Art Direction
Brand Strategy
UX Strategy
Visual Design

About

Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the vehicle valuation and information source trusted and relied upon by both consumers and the automotive industry. Each week the company provides the most market-reflective values in the industry on its top-rated website KBB.com, including its famous Blue Book® Trade-In Values and Fair Purchase Price, which reports what others are paying for new and used cars this week.

Each quarter Kelley Blue Book offers vehicle manufacturers a takeover known as “The Accelerator” where OEMs have the opportunity to overtake almost entirely the homepage and interior pages for advertisement purposes.

Challenge

BMW’s new 3 Series models not only had to stand out in the competitive data analysis industry but also appeal to a variety of audiences, from segmentation, targeting to market positioning.

A typical customer of BMW is the one in the mid age (35-50), is excelling in his/her career, have a taste of aspirational products & values his own social status. The benefits required by these people are superiority, performance, reliability & quality.

Brand Strategy

BMW’s strategy is to keep its products in the introduction and growth stages by periodically introducing new models in each of its product lines. In fact, BMW does not like to have any products in the maturity or decline stage of the product life cycle.

Visual Direction

Homepage – Pencil Ad
Homepage – Showroom XL Expanded
Homepage – 300 x 250 (Medium Rectangle)
Homepage – Spotlight
Homepage – Expanded Sidekick Ad

Visual Direction

Used Car Value Interior Page – Filmstrip Ad
Luxury Interior Page – Expanded Toolbar Ad
ZIP Code – Overlay Ad