The new BMW 7 Series is positioned as a benchmark in the premium car segment. The goal of the campaign was to communicate the innovative developments of the BMW 7 Series with regards to design, dynamics and the new control concept iDrive. The online special has been developed in four phases since June 2001. The complex structure of the different sections and pages is accessed using the layers on the main navigation. These layers are contained in a single, freely movable square button. Registered visitors are able to select their own favourite pages using bookmarks. Users receive a range of incentives to sign up: for example QTVRs in the Specials section. So far, fifteen different national versions of the online special have been created, all based on the slogan "The new BMW 7 Series. A new way to drive."