| Cannes Lions 2013 | ||
|---|---|---|
| Direct Lions | Best Use of Direct Marketing; Flat Mailing | Bronze |
| Eurobest 2013 | ||
| Direct | FLAT MAILING | Bronze |
Type of entry: Best Use of Direct Marketing
Category: Flat Mailing
Advertiser: BMW
Product/Service: BMW M135I
Agency: DRAFTFCB/LOWE Zürich, SWITZERLAND
Copywriter: Maximilian Kortmann (Draftfcb Lowe Zurich)
Art Director: Christoff Strukamp (Draftfcb Lowe Zurich)
Executive Creative Director: Dennis Lueck (Draftfcb Lowe Zurich)
Describe the brief from the client
The objective:
To turn a Christmas direct mailing into a vivid BMW M135i experience.
Creative Execution
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.
Creative Solution to the Brief/Objective.
The solution:
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. 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
Results
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.