Awards
Esprix AwardPremiered 2019 · Porsche #Digital#DealershipActivation
Take a picturesque, scenic drive to the dealership — and arrive to find your car already captured in motion along the way.
Why
On paper it was a very traditional direct brief: Porsche dealerships needed their Classic owners through the doors, and a real database of them — mainly emails. We wanted to bring it to life and truly connect with what Classic owners love.
What we made
What would a Classic owner love more than their car? A picture of it — of them driving it. So we created exactly that, on the way to the dealership. Working with a famous director, we set up camera rigs in picturesque spots all over the Netherlands that shot their car as they drove by — printed and waiting when they arrived. Owners got the photo; dealerships got the emails and the visit.
The Making Of Notes
An outdoor and digital activation in service of a very direct goal — collect emails and get people to the dealership — designed so every step felt like a gift instead of a data capture.
The Route to the Dealership Website
We announced it across social and online, and drove owners here. They signed up with their email and license plate, picked the route they wanted to drive, and headed for the dealership — picture taken along the way, printed by the time they arrived.
The Collectors Book
The final wrap-up. With all these pictures of all these cars, we made the Classic "Into the Frame" designer book — and dealerships sent it to their Classic owners, each one's car featured inside.
Credits
- Concept Creatives
- Alexis Jabbour, Jasper Janssen & Niklas Kristensen
- Copywriter
- Jasper Janssen
- Creative Director
- Mervyn ten Dam
- Design
- Studio Kraftwerk
- Director
- Sjors Baarveld, Oxford House
- Photography Partner
- David de Jong