We need to ensure that the maximum number of current and potential Porsche owners and enthusiasts were aware of this new venture by offering them an opportunity to experience all that it had to offer from the comfort of their own homes.

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 focus 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.

Effectively, the Porsche Experience Centre is a driving school for Porsche enthusiasts – but with a twist, the car used by the school is not the traditional unpowered hatchback, but of course, a top of the range Porsche 911

It all started with a piece of creative that we knew would have our audience eating out of the palm of our hand – a hidden camera video of a bunch of unfortunate learner drivers trying to pass their driving tests in a 911 on the streets of Paris – hill starts, parallel parking and emergency stops in a supercar, when they were more used to a 207.

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.

Due to certain limitations within the tracking we could place on the client’s website, hard performance KPIs have been hard to come by but we do have anecdotal evidence from the client that suggests that the campaign has more than worked

- Creative has been video has been broadcast on media networks across the globe

- Traffic for the PEC website has increased by 1,500% vs. prior to the video’s appearance

- Porsche’s official social channels have seen 300% significantly increased levels of engagement over the same period.

In terms of solid business results, bookings for the PEC were up 500% vs. target for December 2015 which represents a significant contribution to the bottom line of the organization.

And what does it mean for the future - we know that the client is now a convert to Social Media and so this channel is now firmly on the schedule.