| Title | 911 BIRTHDAY SONG |
| Brand | PORSCHE (CHINA) MOTORS |
| Product/Service | 911 |
| Category |
C01. USE OF DIGITAL IN A PR CAMPAIGN |
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Entrant Company
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FRED & FARID GROUP Paris, FRANCE
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Advertising Agency
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FRED & FARID GROUP Paris, FRANCE
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Advertising Agency 2
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FRED & FARID SHANGHAI, CHINA
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Production Company
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RSA FILMS ASIA Hong Kong, HONG KONG
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Credits
| Fred/Farid |
FRED/FARID GROUP |
Chief Creative Officers |
| Feng Huang/Gregoire Chalopin |
FRED/FARID GROUP |
Creative Directors |
| Laurent Leccia |
FRED/FARID GROUP |
Art Director |
| Laurent Leccia/Adrien Gorris/Jean/Baptiste Le Divelec |
FRED/FARID GROUP |
Copywriter |
| Alexandra Marik/Terry Jin |
FRED/FARID GROUP |
Agency Producer |
| Vivian Wang |
FRED/FARID GROUP |
Account Director |
| Kylie Wang |
FRED/FARID GROUP |
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. |
Clients |
The Campaign
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.
The Brief
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.
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.
Execution
• Did the campaign run according to the original plan or was it adapted at any stage?
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”.
The Situation
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.
The Strategy
The whole image campaign has been divided into two phases for 2013.
Phase one is to warm up the market about the sports car spirit embodied by the 911: never stop, keep driving forward in pursuit of one’s dream.
Phase two emphasizes on the 50th anniversary celebration of the 911, serving as the climax of the image campaign.
Channels including above the line, digital and showroom events have been integrated all together to deliver our message and warm up for the 911 50th anniversary event to be officially launched in September 2013.