The objective:To develop a Christmas direct mailing and to simultaneously promote the new BMW M5.

The solution:The fastest Christmas card in the world: An illustrator had to draw a cliché Christmas motif – while sitting in the passenger seat of a BMW M5 doing 250km/h on a race track. All this was filmed, explained in the mailing and published on fastestchristmascard.chRelevance:The strategy was to find a way on how to turn a Christmas card into a vivid BMW M5 brand experience. So we set up a clever link between the mailing and a film, that brings the mailing to life. The interactivity between mailing, documentation and microsite worked, the video spread all over the world – and 5000 BMW clients were proud owners of the „original“ mailing, featured on the film bringing the mailing to life.

The fastest Christmas card in the world: An illustrator had to draw a cliché Christmas motif – while sitting in the passenger seat of a BMW M5 doing 250km/h on a race track. All this was filmed, explained in the mailing and published on fastestchristmascard.ch

The mailing went viral. Over 480,000 YouTube clicks. More than 45,000 comments in social networks. Over 23,000 downloads and forwarded e-cards from 106 countries. In short: The new BMW M5 was on the Christmas Wish List of every car fan in Switzerland.