The 8th generation of the 911 is even more powerful, even more emotional, and even more efficient than its predecessor – and also offers extensive digital features. And in spite of all the innovations, the 911 is still just what it has always been: a pure sports car and the pulsing heart of Porsche: our icon.
PON PORSCHE IMPORT
BRAND POSITIONING
BRAND STRATEGY
PRINT
OUTDOOR ADVERTISING
INTERACTIVE DESIGN
When the new Porsche 911 model was first announced, it was to be the 8th generation of the 911. Looking back in time at its predecessors it was the obvious choice to compare these models. By creating a direct mail consisting of a 6-fold brochure informing customers who owned a 911-991 to come to their nearest Porsche Center to collect a timeless giftbox. This unique giftbox (911 pcs.) contained 8 square booklets of each 144 pages covering all Porsche 911 generations. The 8th installment of this giftbox was left blank so that when the 911-992 finally arived, the customer could pick up their missing piece. Creating the opportunity for the Porsche Centers to receive their customers for a second time.
