Focus on function is a critical factor in bringing compelling products to market. But when products deliver on both functional and emotional levels, doors open to more powerful experiences. Take the "Expression of Joy" theme for the launch of the 2009 BMW Z4. The company is tapping into its rich history of merging art and vehicle design. Moving beyond the “Art Cars” of the past, clever engineering allows drivers to use a Z4 to paint broad strokes as they drive on a warehouse-sized canvas, all while demonstrating the vehicle’s performance. With the new Z4 iPhone app, users can virtually paint their rich picture of the offering.
The "Expression of Joy" theme and event associated with the 2009 Z4 launch elegantly complement the Freude am Fahren or Sheer Driving Pleasure themes related to BMW. This provides the company with a broader canvas upon which to cast the value of its offering, avoiding tiresome comparisons of performance statistics alone. There are no mundane comparisons of 0-60 mph times here. Cornering capabilities are artfully conveyed in a colorful new way, to be sure.
The BMW Z4 and Audi A4 iPhone applications that accompanied each vehicle's launch differ dramatically due to the creativity of the Z4 “Expression of Joy” launch theme. Both allow users to visualize the vehicles. However, the Audi app explores the "performance angle" in a somewhat predictable way, allowing users to tilt the iPhone to navigate a virtual A4 through a slalom course. Ironically, the task is a bit difficult to master and not necessarily an impression one wants to leave aspiring A4 drivers with.
By contrast, the BMW Z4 iPhone app allows users to instantly experience the joy of being at the controls of a "300 horsepower paintbrush". The joy and free-form nature seen through the warehouse artist driving event translates well through the small device screen. Unencumbered by driving the virtual Z4 on a blank canvas is delightful. The Z4 app represents an excellent instance of design thinking and a unique way to experience and promote a product. The app content and the iPhone’s technical capabilities maximize the emotional impact of the interaction. Rather than forcing users to master the application, it empowers and frees them to be creative. Users can even download their creations. Now, that's an impression worth leaving.
Rather than BMW’s “expression of Joy” launch theme, Audi's tagline for the A4 launch was "The category changing A4. Progress is beautiful." The A4 is a beautiful vehicle. But when you see a company like BMW balancing artful expression and design so well, not to mention creating a football field-sized canvas for expression, BMW categorically changes how they dialog with potential customers. Progress is beautiful indeed.
