Nigel Evan Dennis
Digital Experience
Build Your Own
Creative Direction
Art Direction

To re-establish BMW USA as a leader in automotive luxury, we were asked to better exemplify the BMW difference—the soul of the brand’s premium status. One of the biggest transformations to date is the Build-Your-Own (BYO) experience. A far more dynamic, enjoyable, and visually stunning experience was created, and was built on an underlying recommendation engine that drives personalization, localization, and more of what truly engages site visitors.

BYO is not only intelligent, it’s a jaw-dropping interactive experience. The car is the hero throughout, and the underlying technology we use showcases each model in previously unimagined—or previously impossible—ways.

The BMW Build Your Own experience has helped drive a 2.6x lift in Product Page Lead Form Submissions, and a 37% increase in Lead Form Submissions vs. 2018 baselines.


Agency — Critical Mass