Into the Frame with Porsche
Digital & Dealership Activation
Overview
01 — Brief
Locate and create a database of Porsche Classic owners, particularly their e-mail addresses, while getting them to visit the dealership.
02 — Insight & Idea
Porsche owners, especially Porsche Classic owners, love driving and showing off their automobiles. We invited all classic Porsche owners to bring out their mechanical beauties for what they are actually made for: the pleasure of driving them — by having them drive ‘Into the Frame.’
03 — Campaign Activation
A digital and real life activation where Porsche Classic owners were asked to sign up via their license plate number online to unlock and choose a curated routes to dealerships. Along their way to the dealership they would drive to 'Into the Frame' and receive a photograph of their Porsche Classic in action and printed on the cover as a part of a limited edition book.
04 — How?
We partnered with David de Jong to built a photography set-up that would snap photographs of Porsche’s driving by by detecting their license plate in real time. The series of photographs were sent to the corresponding dealership to print for the owner. After the activation was over Porsche created a limited edition books for all Porsche Classic owners who participated.
05 — Results
Porsche got in touch with and received 1200 Porsche Class owners license plates and email address — with 75% being previously unknown clients. Porsche received a 66% increase in their Classic client base.
My Role
I was responsible for connecting the insight — that Porsche owners love showing off their automobiles — to the idea of an activation that gives drivers a reason to visit a dealership: the chance to show off their Porsche in action. I was responsible for the ideation of the digital activation that connects with a physical one that results in a limited edition book.
Go Team Go!
Concept Creatives: Alexis Jabbour, Jasper Janssen, & Niklas Kristensen
CW: Jasper Janssen
Creative Director: Mervyn ten Dam
Design: Studio Kraftwerk
Director: Sjors Baarveld, Oxford House