Background:
Increased use of aliminium and composites in vehicle manufacture has caused a down-turn in volumes of steel. To address this problem an international consortium of steel manufacturers commissioned Porshe to design an innovative ultralight steel autobody (ULSAB) using special steel alloys in critical areas of the car body, that is 25% lighter than the previous equivalent.

Scope:
Creative and copywriting across corporate magazines, direct mail, and exhibition stands.

Creative Challenge:
To communicate the benefits of the USLSAB Porshe design across a range of media to an international audience of engineers, marketers, journalists and consumers the technical breakthrough, so that they would specify steel over aluminium.

Big idea:
Making technology the hero, two communication brands were created. 'Evolution' to reflect the new generation technology and used across magazine, brochures, direct mail and cd rom. Metamorphosis for the experiential unveiling at the Geneva Motorshow, and used across invitations and event collatarel.

Results:
Increased sales of high tech steels. Project won PR Week Award.