Porsche 911 Turbo S - Digitale Weltpremiere
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Details
With the digital world premiere of the Porsche 911 Turbo S, Porsche offers a documentary film in the style of a location-based production, Easter eggs as community engagement, and exclusive influencer content. Real engineers with real passion. Reality instead of staging. Patrick Dempsey, not as a paid brand ambassador, but as an enthusiastic “fanboy” who speaks from the heart. More authenticity = deeper engagement. The result: over 1 million organic views – the most successful Porsche video of all time. No paid media, no advertising.
The Jury‘s Statement
Digital premieres often tend towards polished staging; for Porsche, features and creatures chose a different approach. "Porsche 911 Turbo S - Digitale Weltpremiere" ("Porsche 911 Turbo S - Digital World Premiere") anchors the communication in the Weissach development site, relies on real engineers, and uses a host with a well-founded connection to the brand. The film employs a documentary dramaturgy, complements it with Social Media mechanisms, and integrates influencers into the narrative at an early stage. Relevance here arises not from media pressure, but from the credible connection between place, people, and brand attitude.
