Avis Print PORSCHE ALPHABET by M&C Saatchi Berlin

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Industry Online Financial Service
Media Print, Magazine & Newspaper
Market Germany
Agency M&C Saatchi Berlin
Executive Creative Director Oliver Kapusta
Creative Director Anne Petri
Art Director Christopher Jones
Copywriter Kathrin Schaller
Photographer Stefan Grütter C, Oliver Paffrath C
Account Supervisor Jurij Pfeiffer
Released April 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: AVIS
Product/Service: E-CARD
Executive Creative Director: Oliver Kapusta (Saatchi & Saatchi Berlin)
Creative Director: Anne Petri (Saatchi & Saatchi Berlin)
Art Director: Christopher Jones (Saatchi & Saatchi Berlin)
Copywriter: Kathrin Schaller (Saatchi & Saatchi Berlin)
Management Supervisor: Anke Peters (Saatchi & Saatchi Berlin)
Account Manager: Valeska von Gadow (Saatchi & Saatchi Berlin)
Account Supervisor: Jurij Pfeiffer (Saatchi & Saatchi Berlin)
Account Manager: Stephan Hörsken (Saatchi & Saatchi Düsseldorf)
Digital Supervisor: Jurij Pfeiffer (Saatchi & Saatchi Frankfurt)
Senior Art Director Digital: Dennis Junck (Saatchi & Saatchi Frankfurt)
Art Director Digital: Fabian Hauman (Saatchi & Saatchi Frankfurt)
Sound Design: Markus Krane (Krane & Rabe)
Screen Designer: Andreas Engel
Video Animation: Johannes Groß
Head Of Flash Development: Roman Hippler (Saatchi & Saatchi Düsseldorf)
Software Developer: Christoph van Daele (Saatchi & Saatchi Düsseldorf)
Photographer: Stefan Grütter
Photographer: Oliver Paffrath
Digital Artist: Tom Stein (Zerone Düsseldorf)
Digital Artist: Frank Heidrich (Zerone Düsseldorf)
Media placement: online - websites, banners, social media, e-amil marketing - 17.04.2012
Media placement: outdoor - events - 17.04.2012

Describe the objective of the promotion.
Avis is the car rental that rents out the new Porsche 911 Carrera exclusively. A car that fascinates in every detail. Not only Porsche fans, but also people like you and me. The Porsche 911 is more than a car: it becomes a means of expression.

Describe how the promotion developed from concept to implementation.
To share the passion for details with Porsche fans we created our own language. An alphabet made of details of the car.

Explain why the method of promotion was most relevant to the product or service.
We created the 911 Alphabet which was used online for sending messages in all type of media: via Social Media and email or with interactive billboards in outdoor events.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We promoted the Porsche Alphabet online to the 3.5m Porsche Fans on Facebook, on Twitter, to car blogs and Internet platforms and let the moving messages go viral.