The new Porsche 911 is the fastest, smartest, most innovative 911 ever. Tasked with introducing it to the world, we knew we couldn’t simply talk about how it broke ground. We had to make something groundbreaking.

So we re-drew technological boundaries and brought an entirely new level of innovation not only to direct mail, but also, video. The result? The world’s first interactive hologram direct mail piece.

At the end of April, hundreds of our top customers were sent a premium 911 gift box containing a custom-made glass prism, and instructions for using it. (In addition, we distributed a mass run of acetate prisms.) We prompted recipients to place the prism on their tablet and visit 911hologram.com. When they did, they witnessed the new 911 in one of the most unique forms it’s ever taken. A hologram.

In the first 24 hours after launch, it was covered globally by dozens of online publications across automotive, tech, and advertising. In total, over 100,000 unique households will receive the materials necessary to experience The Porsche 911 Hologram.