Porsche Blind Trade
Open the game- Brand
- Porsche
- Year
- 2014
- Objective
- Sales
- Industry
- Automotive
- Platform
- Web
- Agency
- Renascent
- With
- Woodwork
- With
- Big Orange
- With
- Random Studio
Objective
Porsche needed to create buzz around the launch of its first compact SUV, the Macan, in the Dutch market. The brand sought to drive high engagement through a provocative promotional mechanic that would appeal to car enthusiasts and early adopters. By framing the purchase as a gamified mystery trade-in, Porsche could generate urgency and extensive media coverage while positioning the new model as desirable and exclusive.
Solution
Porsche Blind Trade challenged car owners to submit trade-in offers for their vehicles online in exchange for an unknown new Porsche. Early participants received better odds of winning. The campaign website revealed one new feature of the secret Porsche every two days over a 20-day period, building anticipation. Participants submitted both their vehicle and trade-in offer, which factored into the winning calculation. The prize was a brand-new Porsche Macan S Diesel valued at approximately €120,000. A single winner was announced on March 31, 2014, and received the car from former Dutch Prime Minister Jan Peter Balkenende at a local Porsche dealership.
Results
The Porsche Blind Trade campaign generated responses exceeding 10,000 within the first week, with the total value of traded-in vehicles exceeding €84 million and surpassing inventory levels on major Dutch car sales websites. The campaign featured luxury vehicles including Ferraris and Aston Martins and received Awwwards Honorable Mention recognition.
