2010 Winners & Shortlists

Results and Effectiveness

The special operation received a huge response in terms of exposure to the message. Also because Porsche as a brand followed stringent guidelines while using Press in Kuwait, and through this effort it helped generate a fresher approach towards its advertising.

Creative Execution

To garner the highest amount of attention, on the 22nd, 23rd and 24th of February right before the National and Liberation Days of Kuwait, the leading Arabic and English daily newspapers were delivered to their subscribers in a special envelope from Porsche made out of high quality paper. The front and back of the envelope showed the car in both perspectives giving it an interactive appeal, with the copy emphasizing on exceeding expectations.

Insights, Strategy and the Idea

The main objective was to create an impact among a significant amount of the Kuwaiti audience and to break the general misconception that the Porsche Cayenne was a very expensive car. The idea was based on the insight that a special operation would grab more eyeballs. The paper used for the envelope was of high quality, keeping up with the high standards of the Porsche brand. The enveloped newspapers were distributed to subscribers only, using the most read English and Arabic dailies.