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BMW Steps into the World of AR for Launch of First Ever Virtual Viewer

FCB Inferno teams up with BMW for the next generation AR experience for next generation cars

BMW Steps into the World of AR for Launch of First Ever Virtual Viewer

Today, BMW are launching the car brand’s first augmented reality tool in the UK, the BMW Virtual Viewer.

During the pandemic, BMW showrooms across the UK have had to close for the first time in history. So BMW wanted to create a new way for potential customers to explore the BMW range, select and customise a model, and challenge misconceptions around BMW Plug-in Hybrids (PHEVs).

The BMW Virtual Viewer is the result, a step change in the digitisation of the customer experience. It’s completely accessible, anyone can enjoy the viewer via a mobile web browser, with no need to download any app. Try it here on any smartphone or tablet.

Users can instantly place a new BMW PHEV X5, X1 or 3 Series Touring anywhere in their home (or driveway/garage) and see what it would look like at real size. They can customise the car, picking a colour, choosing the alloys, and tweaking the interior. They can play with the car, opening the doors, turning the lights on, even playing the radio. Users can also discover the inner workings in X-Ray view and see how a PHEV switches between petrol and electric mode.

The BMW Virtual Viewer is the first experience of its kind to offer hands-free voice navigation. Simply by talking to the BMW chatbot users can explore every aspect of the experience, ask questions about the PHEV range or electric/hybrid driving, and put themselves to the test with a few playful quizzes. It’s almost like the voice-activated BMW Intelligent Personal Assistant in a real BMW.

This first iteration of the BMW Virtual Viewer focusses on PHEV models, to support the wider campaign developed by FCB Inferno, and the platform will be updated with new models in line with new launches.

Antiloop built the experience, with support from CRAFT. Media support will be provided by Wavemaker, with Zone digital providing retailer support. This experience is powered by 8th Wall web-based augmented reality technology. 

Sophie Chiappe (brand communications manager) said: “At BMW we want to ensure that we introduce digital tools in a way that really help prospective customers along their decision journey when choosing a car, whilst ensuring it’s fun and user friendly. This AR work has been designed to be engaging to use, from the navigation through to the built-in quizzes, and we’re excited to launch it showcasing three of our plug-in hybrid cars and the technology they offer.”

Katy Wright, MD at FCB Inferno added: “Creating a customisable AR experience for BMW was the logical next step for an auto brand with innovation at its heart, and adding a level of voice control takes this to the next level. Easy to enjoy - but watch out for backseat living room drivers!” 

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Managing Director: Katy Wright

Chief Creative Officer: Owen Lee

Business Director: Helena Georghiou

Director of Innovation: Laura Visick

Senior Account Manager: Hayley Marvin

Account Manager: Zakir Hasan

Creative Director: Ben Usher

Creative Director: Rob Farren

Head of Creative Production: Mike Jenkins

Joint Design Lead: Becci Salmon

Graphic Designer: Dante Attuoni

Senior Copywriter: Michael Walker

Junior Copywriter: Sam Jansen

Junior Art Director: Suraj Chauhan


Client: BMW UK

Marketing Director, BMW UK: Michelle Roberts

Brand Communications Manager: Sophie Chiappe

Social Media and Marketing Assistant, BMW i: Zara Higginson


Lead Executive Producer, CRAFT: Paloma Adrien

Executive Producer, CRAFT: Rossana Noceloni

Operations Director, CRAFT: Marcus Johnston

CEO, Antiloop Studio: Frédéric Sanz

Technological & Creative Director, Antiloop Studio: David Bardos

Project Lead, Antiloop Studio: Stephanie Huerre

Project Lead, Antiloop Studio: Francesca Palau del Mas

Lead Developer, Antiloop Studio: Muriel Silveira

Developer, Antiloop Studio: Tamás Harkai

Developer, Antiloop Studio: Thomas Hoek

PM Developer, Antiloop Studio: Julia Aylee Krippel


Media: Wavemaker

Retailer Support: Zone

Category: Automotive , Cars