One of the periodic actions of the Audi Class Loyalty Program is the Christmas Greeting. The aim is to wish a Merry Christmas to all of the customers and reinforce the emotional ties to Audi.

The number of customers in the Program is now on the increase (from 20,000 customers in 1999 to 185,000 in 2005) and the rise in costs is parallel. Consequently an integrated on/offline action has been developed to help reduce costs of production and delivery.

www.desea.org 'Desea, The Land of Good Wishes', is a magical place aimed at bringing together people who need to feel close at Christmas.From this land, the greetings that Audi wanted to reach its customers were sent (off and online), with a ticket attached that invited them to visit this promised land from where they could also read and send their most sincere wishes (viral marketing). The activity recreated a dreamlike world inhabited by wishes that took fantastic, capricious shapes, forming two landscapes: The Forest of Hope and The Sea of Dreams.Jury (English): http://www.desea.org/index_english.php

The site received 47,515 visits, of which 29,366 were from visitors attracted offline. Viral emails represented 18,149 visits. 3,574 visitors used the search engine. 9,187 wishes were published.