911 BIRTHDAY SONG

Title911 BIRTHDAY SONG
BrandPORSCHE (CHINA) MOTORS
Product / Service911
CategoryA07. Use of Digital a in a Promotional Campaign
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA
Production Company RSA FILMS ASIA Hong Kong, HONG KONG

Credits

Name Company Position
Kylie Wang FRED/FARID SHANGHAI Account Manager
Fred/Farid FRED/FARID SHANGHAI Executive Creative Director
Jan Richter/Friis RSA Films Asia Director
Feng Huang/Gregoire Chalopin FRED/FARID SHANGHAI Creative Director
John Payne RSA Films Asia Producer
Laurent Leccia FRED/FARID SHANGHAI Associate Creative Director
Carsten Balmes/Estella Yang/Logan Xu/Bob Shen Porsche China) Motors Ltd. Brand Supervisor
Laurent Leccia FRED/FARID SHANGHAI Art Director
Laurent Leccia/Adrien Gorris/Jean/Baptiste Le Divelec FRED/FARID SHANGHAI Copywriter
Terry Jin/Alexandra Marik FRED/FARID SHANGHAI Agency Producer
Vivian Wang FRED/FARID SHANGHAI Account Director
Kylie Wang FRED/FARID SHANGHAI Account Manager
Jan Richter/Friis RSA Films Asia Director
John Payne RSA Films Asia Producer
Carsten Balmes/Estella Yang/Logan Xu/Bob Shen Porsche China) Motors Ltd. Brand Supervisor

The Brief

In 2013, the Porsche 911 is celebrating its 50th anniversary. This iconic car model made its debut at the IAA Frankfurt Auto Show in 1963, where it began its journey to inspire the sports car world. We took this memorable moment and start a series of new brand image campaigns. Through an introduction of the 911 history, we displayed the outstanding performance of Porsche and the unique sports car culture we create. This campaign is to strengthen awareness of Porsche as a sports car maker.

Describe how the promotion developed from concept to implementation

Through the 911 50th anniversary event, we used our independent sports car culture and persistence in manufacturing dream sports cars to attract more Chinese customers, and also created more brand enthusiasts. We wish to integrate Porsche’s sports car spirit and Chinese consumers’ pursuit of dream through this campaign, and thus, establish the emotional linkage between consumer and brand.

Describe the success of the promotion with both client and consumer including some quantifiable results

- The viral video has achieved 2,840,316 views throughout the domestic and overseas channels during two month. - The 911 “piano” game was largely welcomed, which has been played over 1,862,717 times all over the world. - On Weibo, China's social media, the campaign has created great buzz. Posts about the video and game have received 43,098 retweets or comments.

Explain why the method of promotion was most relevant to the product or service

Since its beginning, the Porsche 911 has been known not just for its curves, but also for the perfection of its engine. It is not only powerful, but also sounds magnificent. We are going to pay tribute to the most iconic sports car by highlighting each of its seven generations with the corresponding 7 notes in the musical scale; do / re / mi / fa / so / la / ti. Each engine will create one note, and together they will play the melody “Happy Birthday”.