By gradually revealing the features of the new model, we positioned the atypical Macan as a true Porsche. Brand equity strengthened by blind trust in the brand seduced prospective drivers.

Porsche's unexpected initiative combined with mystery surrounding a new model got people talking and spreading rumors.

Using a classic gaming tactic, which rewards high risk-taking, we showed that Porsche is for adventurers and risk-takers, not afraid of the unknown.

Applying this trading mechanism created both an urgency to participate as well as an opportunity to build a rich database of prospective Porsche drivers, including full profile- and brand preference details.

Porsche Blind Trade immediately created a buzz. Broad PR triggered 2,500 people to trade their car in the first hour.

50 leading marketing blogs and magazines (net media value €125,000) got people speculating on Twitter and Facebook.

After three weeks over 150,000 people visited the website, spending over 5,000 hours on the platform. 15,000 cars were traded, worth over €90,000,000. From Ferrari to Bentley, our core target-group submitted more than 3,000 luxury brands, each worth over €30,000.

Macan's release raised 7,500 information requests about the model itself, 1,500 are high quality leads. The Macan was traded for a 2013 BMW.