The “Christmas Safety Card” was developed in collaboration with electronics company Selectron. This card was not designed to stand on the mantelpiece, but to be hung from the rear-view mirror in the recipient’s BMW.

Embedded in the card, a microsensor measured the driver’s on-road behaviour. If the car was driven dangerously, it reacted with a spoken message from Santa: “ho, ho, ho!!”. The sensor measured the G-forces and was activated when the car accelerated too fast, braked too sharply or turned too quickly through corners.

The card was mailed to members of the BMW M League, who had recently bought a car and had participated in a BMW Track Day. Drivers who want to get the most out of their cars in a responsible way.

Implementation : In collaboration with electronics company Selectron we developed a ultra-sensitive sensor that can measure your driving. The prototype was made to measure and after intensive testing we placed it into the Christmas cards. The sensors had an activation lit so the battery and voice messages would only start working when it was placed in your car.

Timeline : Like most Christmas cards, ours was sent to the recipients at the start of the school holidays, 2 weeks before Christmas.

Scale : As stated before, the card was sent to participants of the BMW Track Days who recently bought a BMW M model. We sent over 100 cards.

Response rate : A post test showed that 80% of the target audience who received the direct mail hung the card in their car. There was also a lot of positive feedback from the wider BMW community. Fans sent videos of them using & testing the cards. And our BMW dealers got overwhelmed by people who wanted a “Christmas Safety Card”.

Change in behaviour : Our survey showed that 80% of our recipients placed the card in their car and up to 50% said that the Christmas card made them aware of their driving behaviour.