Porsche - Into the Frame

We spread the word amongst classic Porsche drivers about something they’ve always wanted to have, but were never able to get. Together with car photographer David de Jong we put word out that classic drivers could get a professional photo of them behind the wheel of their Porsche. This was quickly picked up in the Porsche community.

Through a website only accessible with a classic Porsche licence, drivers could find 8 curated routes ideal for a Sunday drive. All were equipped with a special camera setup, able to recognize classic Porsches driving by and take their photo. The photo was uploaded, retouched and printed at a nearby dealership so drivers could pick up their photo right after the drive.

All photos were combined into a book: a collection of all classic Porsches still driving in the Netherlands. A book you want your classic Porsche to be in, to be picked up at the dealer too. And of course, we put their own Porsche (the most beautiful classic Porsche there is) on the cover.

INSIGHTS

Budget
The total budget was 60.000 euro.

• Classic drivers love their own Porsches the most.
• Over a thousand unique classic Porsches where photographed.

Over the years Porsche Netherlands had completely gone out of touch with their classic driving user base. Many classic drivers choose to go to specialist dealers over the official dealerships for maintenance. So Porsche Netherlands had only a vague estimate of how many classic porsches were actually out there and no way to establish contact with them for deals or offers.

Goal
Reunite classic drivers with the official Porsche dealer, by showing them that Porsche Netherlands isn’t just focused on new models but also cares about the classic user base.

How can you reach a target group that is so small and hard to find, if you have no idea where to start looking and only have a small budget?