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

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

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.

The strategy was to find a way to turn a Christmas card into a vivid BMW M5 brand experience. The interactivity between mailing, documentation and microsite worked, the video spread all over the world – and 5,000 BMW clients were proud owners of the ‘original’ mailing.