The Fastest Christmas Card
Bronze - Retention - BMW Switzerland
Issue 24 | September 2012
Agency
DraftFCB Zürich
Creative Team
Executive Creative Director: Dennis Luck Copywriter: Maximilian Kortmann Art Director: Christoff Strukamp
Production Team
Producers: Lamar Hawkins, Christopher Hudelmaier Director: Gotz Hudelmaier Editor: Daniel Kladisa Post Production: David Purviance
Other Credits
Account Executive: Rolf Jeger Marketing Director: Mark Backe Senior Manager Advertising: Miranda Amsler Head of Advertising: Roger Calisi
Background
BMW wanted to send a Christmas card to 5,000 of their drivers.
Idea
An illustrator drew a classic Christmas card image – while sitting in the passenger seat of a BMW M5 doing 250km/h on a race track. It was filmed, explained in the mailing and published on fastestchristmascard.ch
Results
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.