BMW DM, Promo THE FASTEST CHRISTMAS SONG by DraftFCB Zurich, Lowe Zurich

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THE FASTEST CHRISTMAS SONG

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Industry Cars, Business equipment & services, Corporate Image
Media Direct marketing, Promo & PR
Market Switzerland
Agency DraftFCB Zurich
Executive Creative Director Dennis Lueck
Art Director Christoff Strukamp
Copywriter Maximilian Kortmann
Agency Lowe Zurich
Director Goetz Hudelmaier
Released February 2013

Awards

Cannes Lions 2013
Direct Lions Best Use of Direct Marketing; Flat Mailing Bronze

Credits & Description

Advertiser: BMW
Agency: DRAFTFCB/LOWE
Category: Cars & Automotive Services
Advertising campaign: THE FASTEST CHRISTMAS SONG
Art Director: Christoff Strukamp (Draftfcb Lowe Zurich)
Post Production: David Purviance (Pumpkin Film)
Production: Lamar Hawkins (Pumpkin Film)
Agency Producer: Sebastian Palka (Drei Elemente GmbH)
Screendesgin: Stephan Fühner (Drei Elemente GmbH)
Senior Manager Advertising: Miranda Amsler (BMW (Schweiz) AG)
Production: Sonja Brand (Pumpkin Film)
Executive Creative Director: Dennis Lueck (Draftfcb Lowe Zurich)
Director: Goetz Hudelmaier (Pumpkin Film)
Copywriter: Maximilian Kortmann (Draftfcb Lowe Zurich)
Screendesgin: Nikita Loges (Drei Elemente GmbH)
Account Director: Sandra Kopplin (Draftfcb Lowe Zürich)

Implementation
The fastest Christmas song in the world: We turned the new BMW M135i into a recording studio. In the „studio“: an acapella group and a BMW race driver. The well-known song 'Jingle Bells' was performed and recorded on a racetrack at a maximum speed of 250 km/h. 3000 Swiss BMW Clients received this unique song version of „Jingle Bells“ in a soundchip mailing. A QR-code and a link lead to the making-of on fastestchristmassong.ch

Client Brief Or Objective
The objective:To turn a Christmas Card into a vivid BMW M135i experience.

Relevancy
The promotion strategy was to find a way on how to turn a Christmas card into a BMW M135i brand experience. The interactivity between mailing, documentation and microsite worked, the video spread all over the world – and 3000 BMW clients were proud owners of the „original“ mailing.

Outcome
In only 10 days the direct mailing caused a tremendous media coverage that reached approximately 120.000.000 people all around the world. Hundreds of thousands posts were published in social media platforms. In addition, 65.000 eCards were distributed across 199 countries. In short: „The fastest Christmas Song in the World“ became a viral mailing.