| Title | PORSCHE BLIND TRADE |
| Brand | PON'S AUTOMOBIELHANDEL |
| Product/Service | PORSCHE |
| Category |
C01. WEBSITE |
|
Entrant Company
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Production Company
|
RANDOM STUDIO Amsterdam, THE NETHERLANDS
|
Credits
| Mervyn Ten Dam |
ACHTUNG! |
Creative Director |
| Niklas Kristensen |
ACHTUNG! |
Concept |
| Jasper Janssen |
ACHTUNG! |
Concept |
| Thuy Tran |
ACHTUNG! |
Designer |
| Marten Beerda |
ACHTUNG! |
Designer |
| Daniel Sytsma |
ACHTUNG! |
Art Director |
| Lisette Morssink |
ACHTUNG! |
Producer |
| Mathieu Garnier |
ACHTUNG! |
Concept |
| Big Orange |
Big Orange |
Sound Design |
| Woodwork |
Woodwork |
Animation |
| Random Studio |
Random Studio |
Technical Development |
| Joost Korngold |
Renascent |
3d |
Creative Execution
We selected 10 features of the new Porsche model and built an interactive trading platform – available on desktop, tablet and mobile - around those features, supported by an integrated online (social/mail/banner) and offline advertising campaign including interactive billboards and large print ads. Every two days a new feature of the model
was revealed. The sooner you traded, and the more valuable your car, the greater your chances were of winning. This is a classic gaming strategy, which not only created a sense of urgency, it also rewarded high risk taking behavior and nudged Porsche’s target audience towards participation.
● One hour after the launch of the platform, 800 high-end cars were traded.
● Over 50 blogs and magazines (net media value €125.000) picked up the
initiative.
● After 3 weeks a total of 15.000 cars, worth over €90.000.000 were traded.
● From our core target audience, we received more than 3.500 entries of cars,
including luxury brands such as Ferrari, Lamborghini, Aston Martin, BMW, Audi
and Rolls Royce.
● After announcing the model, the campaign generated 7.500 requests for further
information.
● The generated media value and the leads alone, exceeded three times the
investment of €100.000 for building the platform and advertising generated.
In 2014, Porsche introduced the brand new Macan. Porsche wanted to build-up a quality database of potential buyers for the upcoming model. We learned that the Porsche brand image is so strong, that previous new models had been pre-ordered on large scale (Panamera > 40% pre-orders). We wanted to use this aspirational strength of the brand to challenge high value customers. Because finding people who are interested in a new Porsche is easy. But interesting those who can actually afford one is a lot harder.
We put the courage of potential buyers to the test by asking them to blindly trade their car for an unknown Porsche. We built an interactive trading platform around 10 selected features of the new model. Every two days a new feature was revealed. The sooner people dared to trade their car, and the more expensive it was, the higher their chances were of winning.