Porsche Birthday Roar (2014) case study (China) Porsche 911 Birthday Song by Fred & Farid Shanghai

In 2013, the Porsche 911 is celebrating its 50th anniversary. This iconic car model made its debut at the IAA Frankfurt Auto Show in 1963, where it began its journey to inspire the sports car world. We took this memorable moment and start a series of new brand image campaigns. Through an introduction of the 911 history, we displayed the outstanding performance of Porsche and the unique sports car culture we create. This campaign is to strengthen awareness of Porsche as a sports car maker.

RESULTS: 

 - The viral video has achieved 2,840,316 views throughout the domestic and overseas channels during two month.

- The 911 “piano” game was largely welcomed, which has been played over 1,862,717 times all over the world.

- On Weibo, China's social media, the campaign has created great buzz. Posts about the video and game have received 43,098 retweets or comments. 

Campaign: 911 BIRTHDAY SONG

Advertiser: PORSCHE (CHINA) MOTORS LTD

Agency: FRED & FARID SHANGHAI

Executive Creative Directors: Fred & Farid

Creative Directors: Feng Huang, Gregoire Chalopin 

Associate Creative Director: Laurent Leccia

Art Director: Laurent Leccia

Copywriters: Laurent Leccia, Adrien Goris, Jean Baptiste Le Divelec 

Brand Supervisors: Carsten Balmes, Estella Yang, Logan Xu, Bob Shen

Agency Producers: Alexandra Marik, Terry Jin

Account Director: Vivian Wang

Account Manager: Kylie Wang

Director: Jan Richter-Friis

Production Company: RSA Films Asia

Executive Producer: John Payne