Technology (and mobile specifically) has changed the way we shop for nearly every product imaginable. This is even true of long purchase decisions, like a BMW.
For BMW to have a mobile experience that didn't drive like a BMW was unacceptable, so I helped uncover the insights and designed the strategy to deliver an expereince that did just that.
Hitting on the "repetitive now", "bored now" and "urgent now" behaviors the rich experience of BMW's mobile site covers each point in the decision process -- from day dreaming of a new ride through "car porn" to trying out new interiors to detailed dealer locations.
Agency: kbs+