Title	INTO THE FRAME
Brand	PORSCHE
Product/Service	AUTOMOTIVE
Category	A05. Automotive
Entrant	ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
Idea Creation	ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
Media Placement	FRESH FRUIT DIGITAL Eindhoven, THE NETHERLANDS
Production	OXFORD HOUSE Amsterdam, THE NETHERLANDS
Production 2	EGOTRIBE Amsterdam, THE NETHERLANDS
Production 3	DAVID DE JONG PHOTOGRAPHY Amsterdam, THE NETHERLANDS
Production 4	UNCANNY.DESIGN Utrecht, THE NETHERLANDS

Name	Company	Position
Jasper Janssen	ACHTUNG! mcgarrybowen	Creative
Niklas Kristensen	ACHTUNG! mcgarrybowen	Creative
Mervyn ten Dam	ACHTUNG! mcgarrybowen	Creative Director
Alexis Jabbour	ACHTUNG! mcgarrybowen	Creative
Scott Kooken	ACHTUNG! mcgarrybowen	Designer
Roy van Dijk	ACHTUNG! mcgarrybowen	Designer
Sven Vening	ACHTUNG! mcgarrybowen	Account Director
Johan de Meijer	ACHTUNG! mcgarrybowen	Content Producer
Kim Buijs	ACHTUNG! mcgarrybowen	Content Producer
Jan-Pieter Doove	Pon’s Automobielhandel B.V.	Coordinator Marketing Communicatie
Ingrid Oudejans	Pon’s Automobielhandel B.V.	Manager Marketing & Smart Mobility
David de Jong	David de Jong Photography	Photographer
Sjors Baarveld	Oxford House	Director
Job van Bijsteren	Oxford House	DOP
Egotribe	Egotribe	Developer
Bart Heideman	uncanny.design	Graphic Designer
Soundsright	Soundsright	soundstudio + SFX

Why is this work relevant for Brand Experience & Activation ?

There are roughly 7000 classic Porsche drivers in The Netherlands. 1200 of them got in their cars to take part in our campaign: Into the Frame. These were drivers that Porsche Netherlands previously was not able to reach, as most of them bought their classics not from official brand dealerships. Classics drivers enjoyed our selected routes, where a photo was taken, and ready for pick-up afterwards. Into the Frame brought the classic community together and showed that Porsche truly cares for its vintage owners. If that level of participation doesn’t constitute brand experience & activation, we’re not sure what does.

Background

Over the years Porsche Netherlands had completely gone out of touch with their classic driving user base. Many classic drivers choose to go to specialist dealers over the official dealerships for maintenance. So Porsche Netherlands had only a vague estimate of how many classic Porsches were actually out there and no way to establish contact with them for deals or offers. Goal: Reunite classic drivers with the official Porsche dealer, by showing them that Porsche Netherlands isn’t just focused on new models but also cares about the classic user base. How can you reach a target group that is so small and hard to find, if you have no idea where to start looking and only have a small budget?

Describe the creative idea

We spread the word amongst classic Porsche drivers about something they’ve always wanted to have, but were never able to get. Together with car photographer David de Jong we put word out that classic drivers could get a professional photo of them behind the wheel of their Porsche. Through a website only accessible with a classic Porsche licence, drivers could find 8 curated routes. All were equipped with a special camera setup, able to recognize classic Porsches driving by and take their photo. The photo was uploaded and printed at a nearby dealership and ready to be picked up after their drive. All photos were combined into a book: a collection of all classic Porsches still driving in the Netherlands. A book you want your classic Porsche to be in. And of course, we put their own Porsche (the most beautiful classic Porsche there is) on the cover.

Describe the strategy

Less than 0.1% of all cars on the road are classics Porsches. A mass media approach would be inefficient and CRM was impossible as these people were not in our database. Since we couldn’t reach them by conventional means, we made them come to us, using smart behavioural mechanics. Our insight: a Classic Porsche owner behaves in opposite ways to owners of new Porsche. They don’t want to stand out, but be part of a community. They are not engaged by luxury, but want to get their hands dirty. And they are not aroused by status, but by the sheer pleasure of driving their vintage car. So we celebrated what they love most: their own classic Porsche. We gave them the only picture of their Porsche they couldn’t make themselves and offered the opportunity to make their pride and joy part of an exclusive collection.

Describe the execution

The only way to find 7000 previously unknown drivers is by engaging with enthusiasts at blogs and fora. For 8 weeks we posted a series of exclusive routes for the campaign. Drives could discover the route on our landing page after filling in their license plate: the first step to identify unknown customers. While driving the route we made a unique picture: together with a famous Dutch car photographer, we made an automatic camera setup, with a motion sensor and license plate recognition. It made a picture of every classic Porsche that drove by, which was immediately retouched. Drivers could pick it up at the dealer at the end of the day. All photos were collected in a coffee table book, with a unique cover photo for every participant. Eventually we even earned back part of the campaign by selling 505 books to Porsche enthusiasts for €80,- each.

List the results

By the end of the campaign, we engaged a massive 62% of the target group through our communication. Of these people, more than half registered their information with Porsche Netherlands: more than 3000 news leads of a previously unknown group of 7000. But there’s more: of this group, 1234 drivers actually drove our routes and picked up their photo at the dealer, of which more than 50% were previously unknown. And more than 800 people actually brought their car to a dealer for maintenance. In comparison: previous dealer campaigns for the past 10 years were never able to convert more than 400 additional clients.