For decades, the BMW difference has been superior engineering. But how do you tell an engineering story about technologically complex cars like the 530e iPerformance hybrid? Our solution was “InSight”—a mobile app that uses AR technology to turn an engineering marvel into an entirely new kind of product education experience. When a customer downloads and activates Insight, they follow luminous visual cues to specific locations around the car. At each stopping point, the car’s hidden features appear—the hybrid drive train, eboost, xDrive, internal sensors, aerodynamics, and more. Product education has never been more captivating.