Porsche and Audi have dominated the 24 Hours of Le Mans for over 30 years – but never met on the track until today because 16 years ago, Porsche decided to leave the racing circus. In 2014 the duel of these two champions was finally meant to happen because Porsche announced their return to the track. To welcome back our rival to the most legendary race in motorsports with true sportsmanship and a twinkle in the eye, we decided to deliver the invitation in person – with our official racecar. The reaction of fans all over the world showed, how unique and unseen this action was. When the showdown in Le Mans finally happened, over 250.000 fans at the racetrack and millions at home witnessed one of the most spectacular races of all time.

Execution

A 60 second film was made that showed how Audi welcomed their newest oldest competitor back with a very special message: skid marks right in front of Porsche's headquarter delivered by Audi's Le Mans racing car. The confident and charming welcome back message was then posted online – and spread from there.

Results

The video gathered more than 70 M impressions total and triggered 11 percent more action than comparable marketing efforts by premium car brands and an increase of facebook fans of 524%.