FASTEST CHRISTMAS CARD by DraftFCB Zurich for BMW

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FASTEST CHRISTMAS CARD

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Industry Cars
Media Direct marketing, Case study
Market Switzerland
Agency DraftFCB Zurich
Executive Creative Director Dennis Lueck
Art Director Christoff Strukamp
Copywriter Maximilian Kortmann
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Retention Bronze

Credits & Description

Type of entry: Strategy
Category: Retention
Advertiser: BMW (SCHWEIZ)
Product/Service: BMW M5
Agency: DRAFTFCB Zürich, SWITZERLAND
Advertiser BMW (SCHWEIZ)
Product BMW M5
Entrant DRAFTFCB Zürich, SWITZERLAND
Type of Entry: Strategy
Category: Retention
Title: FASTEST CHRISTMAS CARD
Advertiser/Client: BMW (SCHWEIZ)
Product/Service: BMW M5
Entrant Company: DRAFTFCB Zürich, SWITZERLAND
DM/Advertising Agency: DRAFTFCB Zürich, SWITZERLAND
Executive Creative Director: Dennis Lueck (Draftfcb)
Art Director: Christoff Strukamp (Draftfcb)
Copywriter: Maximilian Kortmann (Draftfcb)
Describe the brief from the client
To develop a Christmas direct mailing and to simultaneously promote the new BMW M5.
Creative Execution
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.
Describe the creative solution to the brief/objective.
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
Describe the results in as much detail as possible.
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.