Porsche // Licence To Thrill
The Porsche Asia Pacific Driver of the Year event was held for the first time in 2017. Our task was to raise awareness of the new programme and recruit participants.
A Porsche is unlike any ordinary car. Each model has a unique lineage, with racing encoded right into its DNA. You want to drive one? Then you’re going to need more than just an ordinary driver’s licence.
We invited drivers to take part in a series of unique and exhilarating challenges at the Sepang International Circuit in Malaysia. Those who made the grade would be issued with a coveted Porsche Licence to Thrill.
To build anticipation, we released a trio of online videos. Filmed on location at Sepang, these irreverent stories were inspired by three of the challenges which would be featured at the main event. The films drove people to our campaign microsite. There, they could sign up for an online Theory Test, where participants were assessed on their knowledge of the brand and its racing history.
Our films garnered almost 7 million views, and more than 3600 entrants from 13 countries completed the Theory Test. From there, 30 competitors were shortlisted to take part in the final test at Sepang, with the top performer being crowned Porsche Asia Pacific Driver of the Year.
