The brief was to create a Christmas direct mailing for 3000 Swiss BMW clients and to simultaneously announce the arrival of the new BMW M135i.

The objective was to develop something that doesn`t immediately end up in the trash. The strategy was to use the BMW key word 'Joy' also for this direct mailing. But not by writing 'joy', but rather by creating joy.

The relevance:

The promotion strategy was to find a way on how to turn a Christmas direct mailing into a BMW M135i brand experience. The interactivity between mailing, documentation and microsite worked, the video spread all over the world – and 3,000 BMW clients were proud owners of the 'original' mailing.

The result:

In only 10 days the direct mailing caused a tremendous media coverage that reached approximately 120m 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.