911 REAR HORSEPOWER 3

Title911 REAR HORSEPOWER 3
BrandPORSCHE (CHINA) MOTORS
Product / Service911
CategoryB03. Illustration
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA

Credits

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

Brief Explanation

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.

The Brief

Develop a brand image campaign using the iconic car model in Porsche family – 911.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

• 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