The aim of the international internet campaign for the BMW 3 series is to enable users to experience the expressive design intuitively, as well as reiterating the vehicle's positioning claim of 'Substance and Passion'. From the very start of the introduction, the contradictory terms 'substance' and 'passion' are contrasted with each other, a process which clarifies their meaning and defines their character as leitmotifs. Based on the question of whether or not purchasers choose a product (substance) or an emotion (passion), the online special creates a certain sense of dramatic tension between the two qualities. This tension is finally resolved when the user encounters the statement that the new BMW 3 series effortlessly unites both, so that purchasers are no longer confronted with the stark choice between substance and passion when buying a car. Duality is the automobile's defining feature: it underpins the entire internet campaign and is also a theme in the accompanying CD-Rom.