The microsite is navigated entirely by voice. The design is intuitive and focused on driving engagement via speech recognition.

Design flourishes bring the car to life: when the car speaks the headlights flicker, lens flares move around the car to add a constant sense of movement and when the car is listening to a question, oscillating lines appear that match the user’s voice patterns.

Content that relates to the topic of conversation appears on the screen, these become secondary interactive elements. The car recognises if the user isn’t interacting and uses content related to earlier questions to prompt further engagement.

The microsite is navigated entirely by voice. The design is intuitive and focused on driving engagement via speech recognition.

Design flourishes bring the car to life: when the car speaks the headlights flicker, lens flares move around the car to add a constant sense of movement and when the car is listening to a question, oscillating lines appear that match the user’s voice patterns.

Content that relates to the topic of conversation appears on the screen, these become secondary interactive elements. The car recognises if the user isn’t interacting and uses content related to earlier questions to prompt further engagement.

When it comes to electric vehicles, South Africans are skeptical. While they have been very successful overseas, South Africans believe them to be expensive, sluggish, and given the energy crisis in our country, impractical.

In order to launch the new BMW i3 to this very unsure market, we had to find a unique way to address these issues and convince them that an electric car is not a sacrifice.

We wanted South Africans to connect to the i3 on an intelligent, intuitive and far more human level than any existing web experience can provide. Knowing that humans connect emotionally with other humans, we created a website that’s so intuitive it’s almost alive.

We created a web experience that educates using organic conversation. People can go onto the site and rather than navigate their way through another car brochure, they can actually ask the BMW i3 everything they want to know.