Without a pre-existing sporting heritage in place in China, Porsche set out to elevate the potential behind sports cars and lead the category as a confident and aspirational brand. Porsche in China needed to evolve from a premium SUV line to THE sports car leading the category. Porsche needed to become associated with bold communication and even bolder media to match.

With “Born On The Race Track”, Porsche used an innovative OOH idea to stand out and show the Chinese consumer that as a brand it is the only car company that was literally born on the racetrack. Its 911 heritage is built into the company’s DNA and it is a brand that has stayed true since 1964 when the first 911 helped launch the company to what it is today.

“Born On The Race Track,’, a one-off outdoor execution intended to celebrate and convey Porsche’s sports car heritage, makes use of a strategic placement directly outside Shanghai’s Pudong International Airport to bring the Porsche brand to life via a 3-Dimensional live race track replica.

In the lawn adjacent to the main road where 100% of Airport Traffic will pass, an eye-catching 8x10x10 meter track has been constructed, curving in from the lawn towards the road with oncoming traffic. The race track supports two life-size replicas of Porsche 911 models; a 2015 Porsche 911 and the original 1964 Porsche 911 to exemplify the company’s racing roots and devotion to its sporting heritage over the past 50 years.

The use of dynamic LED-lighting and screens further catches attention by giving the illusion that the cars are racing at high speed and that Porsche was “Born On The Race Track"

Porsche’s racetrack heritage has become part of the conversation. In the week following the installation launch, Porsche saw:

400% increase in Search volume around key brand terms

700% increase in social buzz Ad Awareness? +25.72% (End Jan 2016 vs. Beg Jan 2016)

Additionally, the Porsche’s brand health metrics have saw significant improvement vs. 2015 during the month of the board installation with increases in:

WOM Exposure: + 23.53% (End Jan 2016 vs. Beg Jan 2016)

Finally, vs. previous year’s activity, Brand Health saw the greatest lifts across the board with:

Impression: +174.94% (Jan 2016 vs. Jan 2015)

WOM Exposure: +283.65% (Jan 2016 vs. Jan 2015)