Title	PORSCHE EXPERIENCE CENTRE
Brand	PORSCHE
Product/Service	AUTOMOTIVE
Category	C03. Use of Social Platforms
Entrant	PHD FRANCE Boulogne-Billancourt, FRANCE
Idea Creation	PHD FRANCE Boulogne-Billancourt, FRANCE

Name	Company	Position
Richard Cohen	Quai des Orfèvres	Founder

The Campaign

We created a 3-minute film of unsuspecting Parisian learner drivers taking their driving test in a Porsche 911 Their test experiences were captured on hidden camera From inside the car And outside

Creative Execution

By seeding the video as a Trueview advert against relevant content, we started to raise awareness of the video on Youtube – and at an incredibly low cost – and this was just the start. We also started to monitor the behaviour of Facebook, where the video had, after a small paid push, started to take on a life of its own – achieving a reach that represents a fifth of the French male population, our primary target.

8 million video views 300% YOY increase in engagement on Porsche social media channels x15 increase in traffic to the Porsche experience centre website 250% increase in visitors to the centre

Traditionally, Porsche is not a brand that actively takes part in Social Media – it has a huge organic fanbase on social channels but it is not somewhere they have effectively focused budgets but given the maturity of the brand in the market, we felt it was time to see what could be done in this space.

Insights, Strategy and the Idea

We wanted to target a younger, broader range of driver, not the usual supercar enthusiastic who just wants to watch videos of supercars driving round tracks with french men predominately the target demographic. So we created a video of unsuspecting Parisian learner drivers taking their test in a Porsche and used social media to share this comical clip globally.