Cannes Lions

THE THRILL DRILL

PHD GERMANY, Frankfurt / DR ING PORSCHE / 2017

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Overview

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Credits

OVERVIEW

Description

Football unites nations and people beyond demographic differences and interests. But one of the trigger causing real goose bumps is the moment when all are singing their anthem. Translated into the world of cars, the moment you start the engine and listen to the sound of the car.

We used this insight as our emotional anchor. So we invited strong-nerved soccer fans to the race court and asked them to sing their national anthem at 190 mph in a Porsche 918 Spyder - flawlessly. Great video content to be spread via social media and the most popular football platforms.

Execution

We invited fans from all qualified nations to the motorsport race track „Circuit Paul Ricard“ in France. Our client Porsche provided a 918 Spyder which we equipped with GoPro-Cams inside and outside the car besides microphones to catch the symphony of singing passengers and roaring motor sounds. Furthermore, drones accompanied the car around the track to provide additional bird’s eye perspectives. Our fans gave all they had by singing their anthems with enthusiasm and passion fighting against centrifugal forces in heavy curves, all recorded on video. So when the European Football Championships started we launched this most entertaining content just before the first game of each country on YouTube, Instagram and Facebook as well as on the appropriate country site of the most popular European football portal goal.com.

Outcome

- 263 wrong notes besides 132 screams and 24 pairs of burnt tires.

- From the invested €200.000 event costs we got a media value of stunning 4 million euro!

Google Trends indicated that the search combination “Porsche + football” experienced an increase of index 7 up to index 100 within 18 days (1st June – 19th June 2016).

- 5.7 million views in the social networks – about a half of them by sharing

Even Jerome Boateng liked and commented on the German video on Facebook and Instagram with the words: “I give 100% on the pitch, and you give 100% everywhere!”

- And most important:

Porsches brand perception “most sportive car” increased by 3.8% vs. their 3 year average. Based on YouGov Brand Index.

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