Pups & Porsche
Background
The Chinese Lunar New Year Celebrations in Singapore present an ever-green opportunity for brands to market their products and services. Consumers are presented with an influx of brand campaigns encouraging them to purchase at this auspicious time. The challenge of effectively cutting through the clutter is real, and especially competitive during this festive period.
How could Porsche in Singapore stand out from other brands and deliver a campaign that truly makes a positive difference?
Campaign Objectives
- Raise awareness of the issue of dog adoption in Singapore
- Help local shelters find loving homes for dogs
- Build a genuine connection with the public, and build brand affinity with Porsche fans and automotive enthusiasts in Singapore
Strategy
Porsche collaborated with two local animal shelters – Exclusively Mongrels and Oasis Second Chance Animal Shelter (OSCAS) – for a special photo series that was shot around Singapore’s tranquil Dempsey Hill.
The campaign featured five shelter dogs from Exclusively Mongrels and OSCAS, and the dogs were paired up with Porsche cars based on their personality and build.
Over the 14-day Lunar New Year period, the images from the Pups & Porsche campaign were shared across multiple channels including traditional and digital media, as well as on Porsche’s social media platforms.
Results
The campaign was covered by automotive and luxury publications in Singapore including Singapore Tatler and BLLNR, and received global recognition in The Drum.
Online 300K impressions
Facebook reach of over 141K
Instagram reach of more than 71K
The campaign garnered over 19K interactions, as well as a public sentiment that was 100% positive
3 out of the 5 dogs who participated in the photoshoot found their forever homes shortly after the campaign period