| Title | NUMBERS |
| Brand | PORSCHE (CHINA) MOTORS |
| Product/Service | 911 TURBO |
| Category |
C02. USE OF SOCIAL 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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Credits
| Fred/Farid |
FRED/FARID GROUP |
Chief Creative Officers |
| Feng Huang |
FRED/FARID GROUP |
Creative Directors |
| Adrien Gorris/Jean/Baptiste Ledivelec |
FRED/FARID GROUP |
Copywriter |
| Adrien Gorris/Jean/Baptiste Ledivelec/Pierrick Jegou |
FRED/FARID GROUP |
Art Director |
| Sacha Guyon |
FRED/FARID GROUP |
Agency Producer |
| Lloyd Wang |
FRED/FARID GROUP |
Account Manager |
| Zhang Hao/White Wang |
FRED/FARID GROUP |
Developper |
| Deesch Papke/Carsten Balmes/Estella Yang |
FRED/FARID GROUP |
Clients |
The Campaign
Everything is now quantified with numbers. But 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 decided to make the whole China speak "Numbers", a brand new language specially created for the occasion, and only made of numbers. We decided to make China fluent in "Numbers", with a mobile-first Weibo activation.
The Brief
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".
Results
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).
Execution
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".
The Situation
Porsche decided to promote in China the new Porsche 911 Turbo S as "Benchmarking Numbers", The problem is: for normal people, numbers are just boring and complicated. We decided to make the whole China speak "Numbers", with a mobile-first Weibo activation.
The Strategy
We decided to make the whole China speak "Numbers", a brand new language specially created for the occasion, and only made of numbers. We decided to make China fluent in "Numbers", with a mobile-first Weibo activation.