Porsche will be returning this year to the top tier of motorsports. In the LMP1-class

of the FIA World Endurance Championship and linked with that to one of the most celebrated motorsports events of the world, the 24h of Le Mans. Here, Porsche has made motorsports history. With 16 overall victories Porsche holds the record. This involvement in motorsports will be supported by communication measures as part of an international marketing campaign aimed at explaining the link between the Porsche brand and motorsports to a broader public. A three-stage phased campaign runs since the beginning of 2013 and will reach its high point just before the 24h of Le Mans race. No "marketing"– a mission. Yet how do you inspire people to join you on a Mission like no other? With advertising messages? No. So we tried it with a true story instead.

The campaign will be continuously intensified throughout a 18-month period, reaching its high point before the actual 2014 24 Hours of Le Mans race.

While the focus in Phase 1 was on digital communication media in order to revitalize Porsche motorsports history on an interactive basis, more “above the line” media was added.

In Phase 2 to provide a backdrop for the “Reset to Zero” message and the first pictures of the camouflaged vehicle.

Phase 3 will see communications intensify once again through the use of print (and possibly TV) in anticipation of the start of the 2014 racing season. The “backbone” of the entire campaign is a multimedia web special that will have different themes and visuals as the various phases change. Dealer advertising materials will be made available in each of the three campaign phases, aiming to bring “Mission 2014. Our Return.” to life at the PoS too.

Online

Webspecial Phase 1: 975,148 visits

Webspecial Phase 2: 278,730 visits

Facebook post within the Porsche Facebook page:

Likes: 137,823

Comments: 1,579

Shares: 9,388

YouTube: 953,265.00 views

Pinterest Design Contest:

Uploads: 152

Followers: more than 2,000

Shares on Facebook: 900

Likes on Facebook: 11,000

Advertisement (Print, Online, OoH):

Impressions: 185,000,000