Entropia XR’s AR showroom unveils all-new BMW X5

Listen to this article

BMW Malaysia has revealed the all-new BMW X5 xDrive45e M Sport in a first-ever live stream event on their social media channels.

In collaboration with Entropia Extended Reality (EXR), consumers will be able to explore the timeless trailblazer anytime anywhere, in an action-packed Augmented Reality (AR) experience.

Consumers were stuck at home for months due to the lockdown, and weren’t able to visit showrooms, which made it near impossible for automotive brands to launch a car.

Bringing the ultimate driving machine home, BMW partnered with Entropia to allow users to see, hear, feel and experience the all-new second-generation X5 through their smartphone – an extraordinary feat achieved through cutting-edge web-based Augmented Reality technology – all without the use of a specific mobile application*.

Ramakrishnan CN, Entropia partner and head of EXR (picture), commented, “Having a future-focused partner like BMW, is what inspired us to delight their consumers through this immersive brand experience. WebAR is a fast-evolving tech and it marks the evolution from App based generation to ubiquitous web based one. This opens tremendous opportunities for progressive brands like BMW to add a layer of personalised augmented information over every conceivable touchpoint to engage their consumers.”

“We opted to bring the joy of The Boss to life in full AR. That’s our differentiator at EXR – strategic digital transformation solutions for brands through the use of Extended Reality, i.e. AR (Augmented Reality), VR (Virtual Reality) and MR (Mixed Reality).”

The AR experience presents a virtually realistic 3D model of the All-New BMW X5 xDrive45e M Sport that users can tap to place in any location seen via their phone camera.

Utilising a few easy steps to experience the X5 at their convenience, users will be able to click a link on their mobile phone https://app.bmw.com.my/AR/X5 to create a showroom at home, tap on their screen to position the car, pinch to resize it, and slide in any direction for a 360° view.

Tapping on the vehicle hotspots allows users to learn more about the model. On top of that, swiping up will change the car exterior to different colours like Phytonic Blue, Black Sapphire, Mineral White and Artic Grey.

BMW Group Malaysia appointed Entropia as their media agency of record in December 2019.

For more info, visit bmw.com.my and join the conversation via #joyelectrified. Click the link to view the demo:

*WebAR technology requires access to a user’s smartphone motion sensors and camera, as well as an internet connection, with pop-up blockers disabled.


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry. 
This is the only event where Live Presentations meets Live Judging. 
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2022 to May 2023

For more details visit https://appies.com.my/ or contact Vishnu




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene