The primary objectives were to develop a unique approach to introducing the new BMW 3 Series Touring and to address the target audience by turning the positioning statement ("Stay Touring - Touring is a life attitude, a life philosophy, an expression of personality") into an authentic online experience.The online experience depicts the vehicle like a road-movie. The everyday situations are resolved into interactive and play-related elements. The user experience is further extended to mobile applications, online media and regular communication (newsletters and reminders in HTML, a dedicated WAP site and text message (SMS) format).