With the launch of the New Cayman S, Porsche is inaugurating a revolution in automotive: it’s the first and only car in the World to have its engine placed not in the front, not in the back, but in the middle of the car. An engineering proCess that allows drivers to enjoy turns and bends like never before. Our challenge: To explain the benefit of The Cayman’s central engine position. The idea: Celebrate curves over straight lines, with a campaign that defies media conventions as much as Porsche defies car ones. We produced a series of innovative hacks designed to surprise Chineses’ web users.

On Huaban, Chinese’s Pinterest, we demonstrated in a simple way that “the freedom is in the curve”, by cleverly hacking the straight, monotonous columns of the site. Then we hacked the most famous straight line in all China, which over 300 million Internet users a month have learnt to take for granted: the progression bar on Youku, Chinese’s Youtube, Disguised as a normal video, our launch film had a little trick baked in: every time the Cayman makes a turn, the progression bar bends in harmony with the car. A first on Youku. But it was not enough. We decided to look how the global Porsche website was coded and add an Easter egg directly into the code. The website looked like a classic Porsche site but with a simple shortcut, users could discover the other side of the story.

Those surprising, innovative hacks demonstrated that Porsche takes its communications just as seriously as its cars – and it got lots of attention:

- 20 000 tweets on Weibo

- 6 million views on Youku

And, more importantly, Porsche website increased by 200% in the first month.