| Title | 911 REAR HORSEPOWER |
| Brand | PORSCHE (CHINA) MOTORS |
| Product / Service | 911 |
| Category | A02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Fred/Farid | FRED/FARID SHANGHAI | Executive Creative Director |
| Feng Huang | FRED/FARID SHANGHAI | Creative Director |
| Laurent Leccia | FRED/FARID SHANGHAI | Associate Creative Director |
| Laurent Leccia | FRED/FARID SHANGHAI | Copywriter |
| Laurent Leccia | FRED/FARID SHANGHAI | Art Director |
| Joanne Zhou/Terry Jin | FRED/FARID GROUP | Agency Producer |
| Gregoire Chalopin | FRED/FARID SHANGHAI | Business Director |
| Vivian Wang | FRED/FARID SHANGHAI | Account Director |
| Kylie Wang | FRED/FARID SHANGHAI | Account Manager |
| Marc Burckhardt/Asaphz | Illustrator | |
| Happy Finish | Retouching | |
| Deesch Papke/Carsten Balmes/Estella Yang | Porsche China) Motors Ltd. | Brand Supervisor |
Chinese consumers are lack of spots car know. We want to using this opportunity to highlight the feature of the rear engine of 911 and emphasize the iconic position of 911 in the Porsche family.
Develop a brand image campaign using the iconic car model in Porsche family – 911.
Following with Porsche's 911 50 years anniversary campaign in 2013, the new brand image campaign was launched ahead of the 2014 Chinese New Year. Taking advantage of the Horse Year, we wanted to celebrate the model's rich history by creating a unique visual icon - the rear horsepower. Playing with vintage images of horse-drawn vehicles, we twisted the composition to highlight Porsche's distinctive rear engine design.
• Campaign Site Visits: 164,526 • Visits on Jan 30: 32,548 • Unique Visits: 158,000 • E-card generated: 15,474 • Weibo Repost & comment: 4,602 • Number of Report Oversea Media: 47 • Impression on Twitter :891.5K • Impression on Facebook : 821.6K