Porsche Macan

How to sell 25 never-before-seen cars before it reaches your shore

Problem: The most anticipated launch of all time (at the time) was the under-wrap Porsche Macan. It was the first time a supercar brand had succumbed to the pressure of creating a compact SUV to feed the demand.

The catch was Porsche Singapore (Eurokars Group) had given us a target to help pre-sell a car that was not on any road anywhere in the world.

Proposal: We preyed on the FOMO mentality of the Singapore elite by creating the world’s first exclusively online car auction for a brand new car.

Using a combination of direct mailer containing a unique auction paddle invite, we wished to provide the select few to log into an app / web. Interested customers could literally live bid on 25 of the first cars that would arrive in 6 months’ time. Thus creating an underground hype. It also meant that the value of the cars could potentially become artificially inflated, giving the client a further boost.

Reality: News about this revolutionary model reached such a frenzy, that all 25 Macans were sold within a month of the agency challenge. So it never happened. :-(

I think it’s still a lovely idea despite being stuck in a corner. Never give up.