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, the print version 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.

In the same way Porsche has brought innovation to its newest, fastest, smartest, and most advanced 911 ever, we’ve brought that same spirit of innovation to direct mail. For a medium traditionally more static in nature, we’ve given it movement and life by means of a hologram; ultimately creating a piece that surprises people with an element of direct mail innovation.

With more and more manufacturers making high-performance sports cars the market is the most competitive it’s ever been. And with each vying for the same pool of attention, we knew we had to do something special to introduce the new 911. The most technologically advanced version ever, it didn’t make sense to simply talk about how it broke ground. We had to make something groundbreaking.

So we created the world’s first interactive hologram direct mail piece. 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.

The 911 is a sports car with only one competitor – itself. This fierce rivalry demands that every new generation surpasses its predecessor. With an entirely new level of performance, technology, and overall innovation, the new 911 answered the challenge. Which left us with one fundamental question – when presented with the fastest, smartest, most innovative 911 ever, how do you introduce it to the world?