Licence to Thrill, the region-wide campaign for 2017 Porsche Asia Pacific Driver of the Year competition, kicks off with an integrated approach
The search for the 2017 Porsche Asia Pacific Driver of the Year has kicked off with the launch of a region-wide campaign called Licence to Thrill created by Havas Singapore. Spanning 13 markets* and harnessing digital and experiential marketing in an integrated approach, Licence to Thrill aims to seek out the region’s most skilled drivers who best exemplifies the Porsche brand qualities – skill, passion and flair. The campaign site is now ‘live’ on licencetothrill.asia.
To enter, participants must first do an online theory test on the campaign site before July 31. The top 30 performers will then qualify for the next round of the competition, which will test skill and driving flair in a series of unusual and exhilarating practical tests held at Sepang International Circuit in Malaysia on September 8, including painting the number ‘718’ on the track surface while driving the 718 Porsche Boxster with a drilled pot of paint mounted on the car, or doing a gymkhana in reverse with the Porsche Macan.
All contestants will receive their Porsche Licence to Thrill at the awards dinner after the practical test, and the top performer will walk away with the title of 2017 Porsche Asia Pacific Driver of the Year, and the grand prize – an all-expenses paid trip to the Porsche Experience Centre in Los Angeles, USA.
Havas Singapore undertook all creative executions and content development for the campaign, which leverages digital and experiential programmes to create a seamless, omni-channel experience and brand engagement platform for Porsche fans.
“The Porsche brand values are synonymous with innovation, performance, exclusiveness and passion, and it’s vital that partners we work with also champion the same philosophy,” said Yannick Ott, Marketing Manager, Porsche Asia Pacific. “We were impressed by Havas Singapore’s ability to think outside the box and come up with such a unique campaign that links digital, social, creative, experiential marketing and PR, delivering a single brand voice across multiple platforms for maximum impact.”
The Licence to Thrill campaign comes on the back of Porsche’s participation at the recent Le Mans.
“We are incredibly proud to be working in partnership with Porsche Asia Pacific and be given free rein to produce content and exercise creative authority for the brand outside Germany,” said Andrea Conyard, CEO, Havas Singapore. “The Porsche Asia Pacific Driver of the Year competition is unlike any other. It is crucial the campaign embodies the spirit and promise of the Porsche brand as we celebrate the common passion with all Porsche enthusiasts.”