Porsche Cayman GT4.

Objective

Porsche launched the Cayman GT4 as a high-performance sports car aimed at an audience that values interactive experiences and racing thrills. The campaign sought to create a memorable digital experience that would showcase the car's racing heritage and performance capabilities while engaging consumers through innovative gameplay rather than traditional advertising.

Solution

The campaign employed an escape game framework where users encountered the Cayman GT4 metaphorically 'locked in a concrete basement.' Players progressed through five puzzle levels, solving challenges to unlock the car and learn about its capabilities. Upon completing the final level, users experienced the vehicle on a race track. The interactive web experience was deployed globally across multiple regions (Africa, Asia, Europe, North America, South America) as a branded microsite, combining education about the vehicle with engaging interactive gameplay.

Results

UDG United Digital Group received recognition for the Porsche Cayman GT4 webspecial 'Rebels, race on' at the 2015 Automotive Brand Contest in the Digital category. The project also earned an iF Design Award. The campaign's reported 60,000 visitors figure could not be verified from available sources.