Porsche Appeals to Chinese Consumers With Coded Tweets

Fred & Farid Created a Language Consisting Only of Numbers

Published On
May 07, 2014

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Asked by Porsche China to promote its new Porsche 911 Turbo S with the slogan "Benchmarking Numbers", Fred & Farid Shanghai took a novel approach. Appealing to Chinese consumers' liking for numbers (and also the fact that encryption appeals in a country where some subjects are sensitive online) it created a whole language consisting only of numbers, which Weibo followers were asked to decode.

A series of tweets were released on the Porsche Weibo account, composed of strange numbers with no explanation. On the third day, Porsche revealed a link to a Weibo tab entitled "The Benchmark Decoder", where people could decrypt the first 12 posts into sentences revealing 12 technical specifications of the car. According to the agency, the campaign increase Porsche's Weibo follower numbers by 11%, with over 9,000 retweets and reaching overall media impressions of over 85 million.