Porsche CRM
CRM Lead Agency Pitch
For a two-round pitch to become Porsche China’s lead CRM agency, I developed the concept for a new owner experience focused on bringing multiple functions and backend services together in one place.
I led a team of four creatives and developed the concept, UX direction and presentation within two weeks. To make the CRM proposition tangible, I also created an infographic film explaining the proposed workflow and developed a physical presentation piece, including a custom 3D-printed mold for a Panamera-shaped chocolate giveaway.
The proposal won the account, making us Porsche China’s lead CRM agency.
A pitch in two weeks
Two rounds, four creatives, and one idea, to bring Porsche's scattered owner services into one place. This was the concept for the exclusive preview.
Earned access
Preview time you extend by sharing, a personal letter, then the invitation. The mechanic fits how this audience actually treats a launch.
Written for one owner
The proposal was presented through named owners with real lives, not personas in the abstract. It is what made the workflow arguments land in the room.
The service request, rethought
Tap the part of the car, film the damage, choose a day and a replacement vehicle. Most of the call to the dealer disappears.
One place for everything after the sale
Dealer contact, service history, satisfaction feedback and club events, gathered instead of scattered across channels.
Built for WeChat
The proposal ran on the service account rather than a new app, which in China is the difference between a good idea and one that gets used.