The Problem

BMW wanted to raise awareness for the iX and capture quality leads seamlessly without sending customers off-platform. Amazon needed to develop a scalable lead-generation solution for non-endemic brands. Two objectives. One campaign. Neither had been done before.

The Thinking

Amazon's customer base was ideal for premium EV marketing: affluent, tech-savvy, and already transacting. The insight: engaging users without making them leave the platform could streamline lead capture and dramatically improve quality. One click should be enough.

The Idea

A cross-platform campaign leveraging Amazon's audience data and one-click lead capture to engage prospects and collect test drive interest for the BMW iX. Ads across the Amazon homepage, product pages, Twitch, and IMDb with dynamic creative highlighting innovation and sustainability.

My Role

Designed the entire product from zero: UX flow, interaction model, lead capture form pre-populated with Amazon customer data, copy framework, and cross-platform creative system, all built in Figma. Took the full design through Amazon legal review, incorporating feedback directly into the product spec. Negotiated with BMW's team to define locked versus flexible components, establishing the customisation rules that governed what advertisers could and couldn't change. Those constraints became the product specification. Amazon packaged it as a global accelerator and sold it across automotive. The iX launch was the proof of concept. The system was the product.

What This Proves

The best products feel inevitable in hindsight. The work is in designing the system that makes them scalable, not just the thing that launches, but the rules that let it travel.

Tags

Product · Format Invention · Lead Generation · Automotive · Go-to-Market · Design Systems

Credits

• Senior Art Director: Matthew Swan

• Program Manager: Nick Robinson

• Senior Design Technologist: Armand Biteau