Porsche is not the type of brand to restrict itself to a 468x60 banner. To feel the exhilaration of driving a Porsche, you have to see one drive.
For this reason, television is always going to be a critical ingredient in any campaign for this iconic brand.
Bringing this online is always going to be a challenge - facing the intricate balance between preserving and intruding on the user experience, using interactive broadcasting as the primary delivery platform.
Making this even tougher was the desire to bring this to a wider audience through a high-reach vehicle.
The final element to this puzzle was the importance in communicating this message through a larger unit size.
The solution itself was so simple, it was positively elegant. The user was drawn towards the creative through a large photograph of the car in motion, which then morphed into a smaller unit, awaiting user interaction.
When the user clicked to view the ad, the page morphed once again to resemble the larger unit size and then streamed through the television commercial.
I thought this was outstanding as it addressed multiple "challenges" and seamlessly brought them together in a slick, well-executed, emotive-packed communication.
