China digital marketing case study: Porsche ‘birthday song’ and piano game reaches millions

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In 2013, the Porsche 911 celebrated its 50th anniversary- marking the occasion with a birthday song on YouTube and Piano game that attracted millions of views and plays. This China digital marketing case study shows how the viral video for the luxury car brand achieved 2,840,316 views throughout the Chinese and overseas channels during two month.

Brand: Porche | Sector: Luxury, Automotive | Country: China | Objective: brand awareness, consideration and purchase | Agency/ Partner: Fred & Farid Shanghai | Format: Viral, Social Media, Weibo, YouTube, video

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.

Agency Fred & Farid Shanghai 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.

porsche.jpg

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.

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