Winners & Shortlists

NUMBERS

TitleNUMBERS
BrandPORSCHE (CHINA) MOTORS
Product/Service911 TURBO
Category C02. USE OF SOCIAL IN A PR CAMPAIGN
Entrant Company FRED & FARID GROUP Paris, FRANCE
Advertising Agency FRED & FARID GROUP Paris, FRANCE
Advertising Agency 2 FRED & FARID SHANGHAI, CHINA
Credits
Name Company Position
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.