The goal of the Online Special was to increase public awareness for the BMW 3-Series and lead potential buyers to the dealerships. The diverse models prohibited an encompassing offer or common campaign goal. The creative solution: present the models together like at a real trade show. An initial emotional and explorative access to the content is realised through a spacious virtual world and a somewhat unorthodox, yet intuitive, navigation system. The site morphs from an emotional and visual experience to a more concrete, fact-based journey. Through this idea, the various elements of the site could be merged and linked together.