|Client||DR. ING. H.C. F. PORSCHE AG|
|Product/Service||IMAGE (SOCIAL MEDIA VIDEOPOSTING ON INTERNATIONAL WOMEN'S DAY)|
|Entrant||GRABARZ & PARTNER Hamburg, GERMANY|
|Idea Creation||GRABARZ & PARTNER Hamburg, GERMANY|
|Production||PINK OAK Berlin, GERMANY|
|Production 2||FILM DELUXE Berlin, GERMANY|
|Production 3||CHIMNEY DEUTSCHLAND Berlin, GERMANY|
|Additional Company||DR. ING. H.C. F. PORSCHE Stuttgart, GERMANY|
|Ralf Heuel||Grabarz & Partner||CCO|
|Jonas Keller||Grabarz & Partner||Group CD|
|Ralf Nolting||Grabarz & Partner||Creative Director|
|Felix Hoffmann||Grabarz & Partner||Art Director|
|Oliver Weber||Grabarz & Partner||Copywriter|
|Julica Hauke||Grabarz & Partner||Account Manager|
|Sarah Steffan||Grabarz & Partner||Account Manager|
|Jana Schüler||Grabarz & Partner||Account Manager|
|Katja Czok||Freelancer||Agency Producer|
|Robert Ader||Dr. Ing. h.c. F. Porsche AG||Head of Marketing Communications|
|Deniz Keskin||Dr. Ing. h.c. F. Porsche AG||Director Brand Management|
|Pink Oak||Pink Oak||Film Production|
|Juri Maric||Pink Oak||Producer|
|Kalle Klein||Pink Oak||DOP|
|Film Deluxe||Film Deluxe||Post Production|
|Jan Hartmann||Film Deluxe||Telecine|
|Nicole Tietze||Film Deluxe||Editor|
|Chimney Berlin||Chimney Berlin||Sound Studio|
|Julian Holzapfel||Chimney Berlin||Sound Engineer|
Why is this work relevant for PR?With a simple trick, we showed the public that there’s always more than meets the eye – even when it comes to an arguably masculine brand like Porsche.
BackgroundPorsche is a world-renowned sports car manufacturer. What they’re associated with? Masculinity, testosterone, manliness. However, Porsche doesn’t necessarily see itself that way. In fact, they never made a difference between genders and asked us to promote their equality policy.
Describe the creative ideaTo show the world that women have always been a part of Porsche, on International Women’s Day we partially turned off the lettering above the Porsche Centre in Leipzig, Germany. For the day it only read “SHE”.
Describe the strategyOur target group consisted mostly of Porsche fans all over the world – male and female. To address them directly and give them the opportunity to react, we used Porsche’s Social Media channels as our medium of choice. For that, we documented the stunt in a short video and posted it on Porsche’s Instagram and Facebook page.
Describe the executionThe post went live on International Women’s Day 2018. Soon after it’s upload, it drew the attention of hundreds of thousands of people, the media, shows and newspapers all over the world – and sparked a long overdue conversation.
List the results“SHE” gained over 4,1 Mio impressions, 150.000 reactions, 18.000 shares and 10.000 comments. That’s not only a 4.000% response increase to usual posts, it also reached three times more women than normal – and got 75% positive feedback from the community. Further, it achieved all that without money spend in media or seeding.
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