For their new Digital Brand Building campaign Apple contracted ARTlab to work with BMW and their ad agency to develop a series of demonstrations that showed how BMW was or could be using the Macintosh & Apple technologies to build the brand for their new z3 roadster.
These demonstrations would:
- Form the basis for the Apple booth at the Seybold 96 trade show
- Provide the content for print collateral
- Be converted to self-running demos on a CD which could be distributed to sales staff or consumers.
ARTLab worked with BMW & their agency to obtain source media, understand their current workflow & branding campaigns, and determine how to spin these to demonstrate Apple technology.
For the Seybold Trade show:
Using the BMW source media, ARTLab worked with Apple and over 35 different software and hardware vendors to create a set of integrated demos that would best show off the digital authoring tools and delivery modes that BMW could use when creating & communicating the z3 roadster brand. - (pdf overview of the demos).
Topics included: media databases, digital video, Java, 3D visualization, VR, print collateral, hi-if color, dynamic web sites, internal style guides, e-commerce and animation.
ARTLab coordinated all aspects of the Seybold booth content & demos:
- Selecting the technology and developers to appear in the booth
- Working with vendors to develop appropriate demos using the BMW content and holding to the z3 roadster scenario
- Using the exposure at the show as a "carrot" to get developers to support additional Apple technologies in their software or hardware
- At the show working with vendors to refine their presentations in response to viewer understanding and interest.
For the Print Collateral
ARTLab worked with a design agency and Apple to tell a compelling, believable & technically accurate story in a multi-page hi-fi color print brochure.
For the Interactive CD
ARTLab distilled down the trade show demos into a series of 10 step-by-step how-to self-running demos that would walk a user through the process of creating & deliverying key aspects of the BMW z3 brand.
The final interactive demos were distributed as an integrated set and as stand-alone projects on CD and over the web. The target market was the Apple field, the 3rd party software developers, and consumers.
In addition to the coding, graphics and narative for the demos, ARTLab also wrote a complete "what to say" script that a presenter could use with the CD at a presentation or trade show.
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