Retail Online

What if you could choose any BMW from the trillion available configurations, pay for it with your bank card and have it delivered without ever having to step outside the comfort of your home? Well, now you can.

The Insight

BMW Retail Online is the world’s largest BMW dealership in the palm of your hand.

The Idea

What does a retail store with a trillion BMW cars really look like? What does being able to buy a BMW from anywhere really mean? We let these two questions capture our imagination.

The Work

As part of the wider launch for BMW Retail Online, we partnered with Shazam to create an art installation at King’s Cross Station, London. Attention-grabbing visuals adorned Print and OOH media. Passers-by scanned their favourite car image to be redirected to the relevant BMW Retail Online page, where they could purchase the exact car.


estimated visitors to King’s Cross.

The Results

Over two days an estimated 400,000 visitors to King’s Cross had the opportunity to engage with the installation and discover their Ultimate Driving Machine.