Most Porsche owners buy into the brand because they want an authentic race car that’s built for the road. Deep down, Porsche owners are real drivers – or at least they aspire to be. And they know that serious automotive hardware demands a serious driver.

To put a Porsche through its paces, and really see what it can do, demands a certain level of skill.

So if you want to drive a Porsche – any Porsche – you’re going to need more than just an ordinary driver’s licence.

Our idea: Licence to Thrill.

Earning this ‘special licence’ wouldn’t be easy. But we knew our target audience was highly competitive by nature. Moreover, it would serve as a badge of honour and a unique endorsement by one of the most iconic automotive brands.

The recruitment phase ran for two months (June – July 2017). During this period, our launch films showed off the unique dynamics of the different models, while offering participants a glimpse of the challenges to come.

The campaign caught the attention of both online and offline publications resulting in extensive coverage, helping to generate broad awareness and increase registrations via the microsite.

10 journalists joined our top scorers at the ultimate testing ground – Malaysia’s Formula 1 racetrack, the Sepang International Circuit – to take part in our final event.

Professional drivers guided the ‘students’ through a series of unique and exhilarating challenges. Those who made the grade were issued with a coveted Porsche Licence to Thrill, with the top performer also being crowned Porsche Asia Pacific Driver of the Year. A full day of full-on action provided journalists with ample material for post-event coverage.

Our online films garnered 6.8 million views, as well as 330,000 reactions, comments and shares on Facebook. This translated into a cost-per-view of just SGD$0.01 (20x lower than industry benchmarks).

There was extensive media coverage both pre- and post-event, with 96 known clippings generating PR valued at SGD$900,000 (USD$680,000), achieving a total reach of approximately 50 million.

The microsite received 12,317 visitors, with the highest web traffic coming from those aged 25-44, fulfilling our goal of connecting with a younger demographic. We also attained a registration rate of 67% amongst those aged below 45 years.

In total, 3,706 people completed the Theory Test, with an average website dwell time of 11 minutes.

The finalists were highly impressed with the event itself: 92% of the participants felt that the event exceeded their expectations.

The campaign also led to a significant uplift in sales (Please see details under ‘Confidential information for the jury’).

Though this project started out as a limited tactical brief, we elevated it into a wide-ranging strategic campaign, hinging on our hero on-ground event. The objective? To bring to life the essence of the Porsche brand, in its natural habitat – the racetrack.

This was a once-in-a-lifetime experience that was bound to get people talking. And talk they did. Our campaign caught the attention of online news outlets and automotive websites, while also spreading across social media, helping us to recruit participants, generate leads, and ultimately increase sales.

Our target audience included owners of Porsche models, as well as competitor brands, and auto fans at large.

In the initial recruitment phase, we needed to connect with a diverse audience, across 12 markets, and get them excited about the programme. The most efficient and impactful way of doing that? Via digital channels.

Our media strategy centered on the effective targeting of car enthusiasts and C-suite executives, while leveraging the strength of our owned content platforms.

During recruitment, three online films – propagated via social media – created awareness and drove participation, while also piquing the interest of a number of automotive publications.

The films led viewers to a purpose-built microsite, where they could take an online Theory Test. The top scorers were then selected for the final on-ground event – the Practical Test. Slots were also reserved for automotive journalists to ensure post-event coverage.

Porsche is a brand that needs little introduction. It’s a motorsport icon, which builds sports cars – and nothing else. Racing is encoded into the DNA of every model, from the 911 to the Cayenne Turbo.

However, in Asia, Porsche is primarily perceived as a luxury marque – coveted for its status and prestige. Yet this masks the car’s true nature. It shouldn’t be locked away in a garage. It yearns to be ‘unleashed’.

To prove this – and to re-ignite the brand image – Porsche brought its Porsche Driving Experience (PDE) to Asia for the first time. Our brief was to recruit participants for the event, while at the same time reaching out to a new, younger audience, and acquiring long-term sales leads.

Our target audience was scattered across 12 different markets – Taiwan, Indonesia, Thailand, Malaysia, New Caledonia, French Polynesia, Mongolia, Brunei, Sri Lanka, Cambodia, Vietnam and Singapore.