BMW launches Virtual Viewer

Ads, Creativity, Digital & Media

BMW launched the car brand’s first augmented reality tool in the UK, the BMW Virtual Viewer. During the pandemic, BMW showrooms across the UK have had to close for the first time in history. So BMW wanted to create a new way for potential customers to explore the BMW range, select and customize a model, and challenge misconceptions around BMW Plug-in Hybrids (PHEVs).

The BMW Virtual Viewer is the result, a step change in the digitization of the customer experience. It’s completely accessible, anyone can enjoy the viewer via a mobile web browser, with no need to download any app.

Users can instantly place a new BMW PHEV X5, X1 or 3 Series Touring anywhere in their home (or driveway/garage) and see what it would look like at real size. They can customize the car, picking a color, choosing the alloys, and tweaking the interior. They can play with the car, opening the doors, turning the lights on, even playing the radio. Users can also discover the inner workings in X-Ray view and see how a PHEV switches between petrol and electric mode.

The BMW Virtual Viewer is the first experience of its kind to offer hands-free voice navigation. Simply by talking to the BMW chatbot users can explore every aspect of the experience, ask questions about the PHEV range or electric/hybrid driving, and put themselves to the test with a few playful quizzes. It’s almost like the voice-activated BMW Intelligent Personal Assistant in a real BMW.

This first iteration of the BMW Virtual Viewer focusses on PHEV models, to support the wider campaign developed by FCB Inferno, and the platform will be updated with new models in line with new launches.

Antiloop built the experience, with support from CRAFT. Media support will be provided by Wavemaker, with Zone digital providing retailer support. This experience is powered by 8th Wall web-based augmented reality technology.

Sophie Chiappe (Brand Communications Manager) said: “At BMW we want to ensure that we introduce digital tools in a way that really help prospective customers along their decision journey when choosing a car, whilst ensuring it’s fun and user friendly. This AR work has been designed to be engaging to use, from the navigation through to the built-in quizzes, and we’re excited to launch it showcasing three of our plug-in hybrid cars and the technology they offer.”

Katy Wright, MD at FCB Inferno added: “Creating a customisable AR experience for BMW was the logical next step for an auto brand with innovation at its heart, and adding a level of voice control takes this to the next level. Easy to enjoy – but watch out for backseat living room drivers!”

BMW Virtual Viewer Credits


  • Katy Wright: Managing Director
  • Owen Lee: Chief Creative Officer
  • Helena Georghiou: Business Director
  • Laura Visick: Director of Innovation
  • Hayley Marvin: Senior Account Manager
  • Zakir Hasan: Account Manager
  • Ben Usher: Creative Director
  • Rob Farren: Creative Director
  • Mike Jenkins: Head of Creative Production
  • Becci Salmon: Joint Design Lead
  • Dante Attuoni: Graphic Designer
  • Michael Walker: Senior Copywriter
  • Sam Jansen: Junior Copywriter
  • Suraj Chauhan: Junior Art Director


  • BMW UK: Client
  • Michelle Roberts: Marketing Director, BMW UK
  • Sophie Chiappe: Brand Communications Manager
  • Zara Higginson: Social Media and Marketing Assistant, BMW i


  • Paloma Adrien: Lead Executive Producer, CRAFT
  • Rossana Noceloni: Executive Producer, CRAFT
  • Marcus Johnston: Operations Director, CRAFT
  • Frédéric Sanz: CEO, Antiloop Studio
  • David Bardos: Technological & Creative Director, Antiloop Studio
  • Stephanie Huerre: Project Lead, Antiloop Studio
  • Francesca Palau del Mas: Project Lead, Antiloop Studio
  • Muriel Silveira: Lead Developer, Antiloop Studio
  • Tamás Harkai: Developer, Antiloop Studio
  • Thomas Hoek: Developer, Antiloop Studio
  • Julia Aylee Krippel: PM Developer, Antiloop Studio


  • Wavemaker: Media
  • Zone: Retailer Support