Title | NUMBERS |
Brand | PORSCHE (CHINA) MOTORS |
Product / Service | 911 TURBO |
Category | A09. Use of Social in a Promotional 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 |
Zhang Hao/White Wang | FRED/FARID SHANGHAI | Developper |
Deesch Papke/Carsten Balmes/Estella Yang | Porsche China) Motors Ltd. | Brand Supervisor |
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.
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".
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).
The new 911 Turbo S is using numbers to communicate about its performance and describe itself as a benchmark for the sports car. To tie in with the message of the car, we came up with the idea to help people better understand why this car really is "Benchmarking numbers".