We needed to get consumers to associate Porsche cars with everyday driving in a compelling way.Since we knew the Porsche target was passionate about films, we partnered with an upscale cinema chain and a cable network for movie buffs to create “Porsche’s My Daily Magic Film Contest.” To kick things off, Porsche challenged aspiring filmmakers to submit a short film that captured a daily magical moment. Next, we needed to inspire the 10 best filmmakers to make a film about the everyday magic of driving a Porsche. What better way to inspire them than by inviting them to experience the cars at Porsche’s driving school and giving them one to drive at home!It was a life-changing experience that showed in their final films.Porsche announced the winning film at a red-carpet event and we maximised the film’s impact by airing it in cinemas for the next month.

The results were far from every day:Over 100 filmmakers submitted their films, but the contest delivered over 60 million impressions across broadcast, cinema and online elements. We knew our efforts were successful since the percentage of consumers giving the Porsche 911 high marks for “everyday-ness” almost tripled from 11% before the campaign started to 29% after.Best of all? Overall Porsche sales were up 9% during the June-September timeframe and sales of the 911 model were up 12% during the same period, leading to the model’s first positive year of sales since 2007.