The Campaign

Heavy urban traffic, dense population, parking shortages and license plate restrictions have historically put the breaks on sports car enthusiasm and practicality in China. Additionally, a host of rival brands cluttering the category proclaim similar features and emotional benefits without the Porsche pedigree. But, times—and China—are changing. By leveraging Porsche’s heritage, the sports car category can grow and be supported through dynamic, powerful and eye-catching executions like “Born On The Racetrack”. Now is the time to hit the gas.

Creative Execution

Due to China’s stringent rules and regulations, securing permits for ‘special’ outdoor installations is extraordinarily rare and difficult, making “Born On The Racetrack” that much more impactful. In fact, half the battle of making “Born On The Racetrack”—with its various dynamic elements, including two full-sized car replicas suspended several meters in the air to a banked/curved surface—was educating and convincing authorities on Porsche’s pedigree as a global premium brand; a brand worthy of the exclusive location and a brand which by association would enhance the worldwide reputation of Pudong International Airport. Authorities came to recognize Porsche’s brand value and ultimately approved the project.

Porsche’s race track heritage has become part of the conversation. In the week following the installation launch, Porsche saw: - 400% increase in Search volume around key brand terms - 700% increase in social buzz Additionally, the Porsche’s brand health metrics have saw significant improvement vs. 2015 during the month of the board installation with increases in: - Ad Awareness? +25.72% (End Jan 2016 vs. Beg Jan 2016) - WOM Exposure: + 23.53% (End Jan 2016 vs. Beg Jan 2016) Finally, vs. previous year’s activity, Brand Health saw the greatest lifts across the board with: - Impression: +174.94% (Jan 2016 vs. Jan 2015) - WOM Exposure: +283.65% (Jan 2016 vs. Jan 2015)

“Born On The Race Track”—strategically built outside Shanghai Pudong International Airport—is a one-off outdoor execution using a 3-dimensional live race track replica to celebrate Porsche’s racing pedigree. Near where planes are rocketing skyward, an 8x10x10-meter race track banks and curves toward the sky and supports two life-size Porsche 911 replicas: a red 2015 Porsche 911, and the original red 1964 Porsche 911. Dynamic screens and LED-lighting gives passersby the illusion that the Porsches are racing along the track at high speed, reinforcing that Porsche was “Born On The Race Track”. The juxtaposition of the two Porsche models exemplifies the company’s racing

Insights, Strategy and the Idea

“Born On The Race Track”