Porsche is a brand that needs little introduction. It’s a motorsport icon, which builds sports cars – and nothing else. Racing is encoded into the DNA of every model, from the 911 to the Cayenne Turbo.

However, in Asia, Porsche is primarily perceived as a luxury marque – coveted for its status and prestige. Yet this masks the car’s true nature. It shouldn’t be locked away in a garage. It yearns to be ‘unleashed’.

To prove this – and to re-ignite the brand image – Porsche brought its Porsche Driving Experience (PDE) to Asia for the first time. Our brief was to recruit participants for the event, while at the same time reaching out to a new, younger audience, and acquiring long-term sales leads.

Our target audience was scattered across 12 different markets – Taiwan, Indonesia, Thailand, Malaysia, New Caledonia, French Polynesia, Mongolia, Brunei, Sri Lanka, Cambodia, Vietnam and Singapore.

The recruitment phase ran for two months. During this period, our launch films showed off the unique dynamics of the different models, while offering participants a glimpse of the challenges to come.

Viewers who proceeded to the online Theory Test were drilled on their knowledge of Porsche racing history, design, technology and more. This allowed us to filter down to a shortlist of hardcore fans who could really go the distance.

28 top scorers were then brought to the ultimate testing ground – Malaysia’s Formula 1 racetrack, the Sepang International Circuit – to take part in our final event.

On the day, professional drivers guided the ‘students’ through a series of unique and exhilarating challenges. Those who made the grade were issued with a coveted Porsche Licence to Thrill, with the top performer also being crowned Porsche Asia Pacific Driver of the Year.