| Title | NUMBERS |
| Brand | PORSCHE (CHINA) MOTORS |
| Product / Service | 911 TURBO |
| Category | C01. Use of Digital in a PR campaign |
| 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 |
| Adrien Gorris/Jean/Baptiste.ledivelec | FRED/FARID SHANGHAI | Copywriter |
| Adrien Gorris/Jean/Baptiste.ledivelec/Pierrick Jegou | FRED/FARID SHANGHAI | Art Director |
| Sacha Guyon | FRED/FARID SHANGHAI | Agency Producer |
| Lloyd Wang | FRED/FARID SHANGHAI | Account Manager |
| Yi Zhang/Sen Liu | FRED/FARID SHANGHAI | Media Strategist |
| Deesch Papke/Carsten Balmes/Estella Yang | Porsche China) Motors Ltd. | Brand Supervisor |
Everything is now quantified with numbers. But for normal people, numbers are just boring and complicated. When Porsche asked us to promote in China the new Porsche 911 Turbo S as "Benchmarking Numbers", we decided to make the whole China speak "Numbers", a brand new language specially created for the occasion, and only made of numbers. We decided to make China fluent in "Numbers", with a mobile-first Weibo activation.
Everything is now quantified with numbers. The problem is: apart from an elite of mathematicians, engineers, analysts and developers, no one understands numbers. For normal people, numbers are just boring and complicated. When Porsche asked us to promote in China the new Porsche 911 Turbo S as "Benchmarking Numbers", we had to find a way to make Porsche numbers easy to understand and entertaining.
Globally our posts have been seen by more than 2.4 million people, with 9,773 retweets and 1,416 comments. Increasing our Weibo page followers by +11% and reaching an overall media impressions of 85,726,397 (source: CIC IWOM).
We released on the Porsche Weibo account a series of 12 tweets only composed of strange numbers with no explanation. The third day, we revealed a link to a Weibo tab entitled "The Benchmark Decoder", where Chinese people could decrypt our first 12 posts into real meaningful sentences& discovering 12 technical specifications of the new 911 Turbo S, and everyone understands why this car really is "Benchmarking numbers".
Porsche decided to promote in China the new Porsche 911 Turbo S as "Benchmarking Numbers", The problem is: for normal people, numbers are just boring and complicated. We decided to make the whole China speak "Numbers", with a mobile-first Weibo activation.
We decided to make the whole China speak "Numbers", a brand new language specially created for the occasion, and only made of numbers. We decided to make China fluent in "Numbers", with a mobile-first Weibo activation.