Into the Frame. Celebrating classic Porsches still on the road with an exclusive photobook that Porsche owners can literally drive themselves into.

Porsche Netherlands partnered with a renowned car photographer to build a custom camera rig and license plate detection system that can take high-quality photos of classic Porsches as they drove by. Cameras on scenic routes all over the Netherlands, made sure every classic owner could be part of the book.

It started with a launch video. Announcing Porsche Netherlands wants to celebrate classic Porsches still on the road by making a photobook that classic drivers can literally drive themselves into. This video was seeded to car enthusiast forums, facebook pages, and automotive press.

Everything led to a website that required a license plate of a classic Porsche to enter. The site showed 8 photo routes around the Netherlands. Every week a new route was open to drive. Each curated to be a great 2 hour scenic drive that ended at the official dealer, where drivers could immediately pick up their photo.

After 10 weeks, drivers could return to the official Porsche dealer to pick up the photo-book which was personalised to have their Porsche on the cover. The routes took place all over the Netherlands and relied solely on word of mouth to snowball.

There are very few classic Porsches in the Netherlands, and every single classic client is very valuable. Before the campaign Porsche Netherlands had 1.225 classic clients. The group targeted is estimated at 7000.

1.234 classic Porsches signed up for the route and left their info. 77% of those were completely unknown and new potential clients. 1021 classics drove one or more of the routes and all of them visited the Porsche dealer to collect their photo.

The campaign immediately led to a 14,5% increase in classic Porsches going to the official dealer for maintenance, this alone gave the campaign already a ROI of 235%. In the long term the campaign gave Porsche a database of over a thousand classic Porsches it previously had no way reaching. And -if participant numbers are the judge- it showed many that the official dealer loves classics.