A little bit background about the project

The programme created from the synergetic efforts from the BMW Group, facilitating an enriched lifestyle beyond driving to consumers.

Agency: Serviceplan

Role: Digital Art Director

Client: BMW CRM

BMW Loyalty Programme

BMW Group aimed to develop an app to enhance the car purchasing experience and provide long-term services after purchase, including after-sales support. The app was designed specifically for BMW owners, reflecting the premium experience of the BMW ecosystem. Key brand differentiators, futuristic, innovative, premium, and responsible, guided the overall tone, activities, and user experience of the loyalty programme.

Another important factor was delivering a state-of-the-art mobile experience tailored to the Chinese market. The app merges both Western and Chinese design influences to create a seamless and comprehensive user experience.