BMW turned the usual waiting game in an executive lounge into a VIP experience with an entertaining interactive library. With the help of your mobile device, a simple decal of our BMW bookshelf was transformed into multiverse of entertaining digital content. A curated music playlist. Movies of critical acclaim. Magazines and articles of interest. In fact, a whole world waiting for all to explore right within your smart phone. All to live our brand experience from the comfort and luxury of an executive lounge.

We created picture of a stylized 15-ft bookshelf and invited Executive Lounge patrons to point their mobile phones at the image. Using image recognition technology, content was instantly accessible, using only their smartphone, and no extra apps. Then, by simply touching an object in the library, it come to life with relevant content. Touching the radio gave users access to a curated music playlist. Critically acclaimed movies of interest were free to download along with special interest magazines, news and contests. For the BMW enthusiasts, contests, incentives, vehicle launch information and extensive galleries were on hand. To complete the experience, a link to a comprehensive library was housed at BMWinteractive.ca.

Launch results showed that over 47% of Maple Leaf Executive Lounge patrons engaged with the piece, surpassing the benchmark of 19% set by other BMW promotions. More telling, users spent an unprecedented average of over 13 minutes immersed in our BMW Lounge experience. Looking ahead, the number of people interacting with our library over the coming year will increase as the average Canadian business traveler visits an Air Canada Maple Leaf lounges 20 times a year.

Due to the size of Canada, and its proximity to the United States, there’s is a great deal of air travel. On average, travelers will visit the executive lounge 20 times per year. And given increasingly strict security protocols, the average wait is 30-60 minutes. Canadians also spend a great deal of time commuting on the road. The strategy therefore was to elevate the flying experience to that of a BMW 7 Series passenger. To have the right playlist. The right movies. And a whole world befitting the BMW lifestyle. Plus, with a captive audience with nothing but time on their hands, an extensive library tailored to BMW and travel enthusiasts.

The average Canadian business traveler visits the Maple Leaf Executive Lounge 20 times a year. Most travelers spend no less than half an hour in the lounge alone. But, with changing security protocols, it’s not uncommon to spend upwards of an hour between customs and waiting to board.

The brief was to engage business travelers with an immersive BMW luxury experience Inside the Air Canada Maple Leaf Executive Lounge. This experience needed to engage not only on multiple levels of interest but hold also that interest for the entire duration of their usually lengthy wait. Or, as is often the case, repeated visits to the executive lounge.