| Title | 911 REAR HORSEPOWER |
| Brand | PORSCHE (CHINA) MOTORS |
| Product/Service | 911 |
| Category |
B03. ILLUSTRATION |
|
Entrant Company
|
FRED & FARID GROUP Paris, FRANCE
|
|
Advertising Agency
|
FRED & FARID GROUP Paris, FRANCE
|
Credits
| Fred/Farid |
FRED/FARID GROUP |
Chief Creative Officers |
| Feng Huang |
FRED/FARID GROUP |
Creative Directors |
| Laurent Leccia |
FRED/FARID GROUP |
Art Director |
| Laurent Leccia |
FRED/FARID GROUP |
Art Director |
| Joanne Zhou/Terry Jin |
FRED/FARID GROUP |
Agency Producer |
| Gregoire Chalopin |
FRED/FARID GROUP |
Business Director |
| Vivian Wang |
FRED/FARID GROUP |
Account Director |
| Kylie Wang |
FRED/FARID GROUP |
Account Manager |
| Marc Burckhardt/Asaphz |
|
Illustrator |
| Deesch Papke/Carsten Balmes/Estella Yang |
FRED/FARID GROUP |
Clients |
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