Porsche Blind Trade

Background

Porsche was launching the new Macan in The Netherlands. A small SUV, it might not have been everyone's idea of what a Porsche should be.

To position the new model as a true Porsche, something to aspire to, the brand needed a campaign that would arouse the interest of all drivers of prestige cars.

There was an insight to help inform the idea and that was previous new Porsches had been pre-ordered on a remarkable scale, people buying the car long before it got into the showrooms solely on the photos. (In the launch phase, 40% of all Panameras were bought sight-unseen.)