CASE STUDY 07
LICENCE TO THRILL
CLIENT
PORSCHE
SERVICES
TVC Scriptwriting &
Production
YEAR
2017
THE CHALLENGE
In 2017, the legendary Porsche Driving Experience made its debut in Asia. Our mission was to drive massive regional awareness and recruit driving enthusiasts across 12 highly diverse markets, spanning from Singapore and Taiwan to Mongolia and French Polynesia. The obstacle? A Porsche isn't just an ordinary car, and its audience doesn't respond to ordinary advertising. We needed a hook that felt as premium and high-stakes as the brand itself.
THE IDEA
A Porsche is born on the track, and racing is encoded into its DNA. Therefore, if you want to pilot a machine of this caliber, a standard commuter’s licence simply won't cut it.
Enter Licence To Thrill. We gamified the recruitment process by challenging drivers across Asia to prove they had what it takes to handle a Porsche. We released a cinematic film series featuring three iconic models (the Macan, Panamera, and the legendary 911) pushing audiences to a custom-designed Online Theory Test.
The digital quest culminated in the ultimate physical activation. Out of thousands of applicants, we shortlisted 28 elite competitors and flew them out to the Sepang International Circuit in Malaysia. There, they underwent a grueling Practical Test on the asphalt, with the top performer ultimately being crowned Porsche’s ‘Driver of the Year’ and earning their coveted, real-world Licence To Thrill.
THE RESULT
6.8M
>330K
>12K
COMMENTS & SHARES
S$900K
VIEWS IN TOTAL
PR VALUE
WEBSITE VISITORS