ADCN Awards
Droomruil
Agency Dentsu Creative / Amsterdam + EssenceMediacom / Amsterdam + Ovide / Amsterdam + 51North / Amsterdam
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Category
Influencer & Brand Partnerships
Annual ID
ADCN25_A007S
Project Summary
The Porsche Dream Swap – in partnership with Catawiki – got people dreaming about the new all-electric Macan by challenging them to trade their most cherished possession for a Porsche.
Idea
In 2024, a decade after its initial launch, Porsche introduced the next-generation Porsche Macan – this time as a fully electric version. However, even before its debut, the new electric Macan faced some challenges. Firstly, the luxury electric SUV market has expanded significantly, offering potential Porsche customers more choices than ever. With strong competitors in the segment, choosing a Porsche is no longer the obvious decision. Secondly, Porsche purists who love the brand for its sports car models and roaring engines often dismiss the SUV models as not being "real" Porsches, let alone a fully electric one.
So, how do we prove that this new Porsche is once again a true dream car? Instead of persuading people with rational arguments, we made them realize what they’d be willing to give up to own one.
In partnership with Europe’s leading online auction house Catawiki, Porsche introduced: the Dream Swap. An activation that challenged people to offer their most valuable object, collectable or possession, in exchange for the new Macan. Whether that is a rare Pokémon card, a vintage watch, a signed football shirt, an art object or any other valuable item. Entries were being evaluated by the 240+ Catawiki category experts, ensuring a fair process. One ecstatic winner saw their dream come true. But more importantly, with people offering beloved objects and spending serious time to get a shot at the Macan, the campaign told a powerful story: the electric Macan isn’t just another car—it’s an object of true desire.
So, how do we prove that this new Porsche is once again a true dream car? Instead of persuading people with rational arguments, we made them realize what they’d be willing to give up to own one.
In partnership with Europe’s leading online auction house Catawiki, Porsche introduced: the Dream Swap. An activation that challenged people to offer their most valuable object, collectable or possession, in exchange for the new Macan. Whether that is a rare Pokémon card, a vintage watch, a signed football shirt, an art object or any other valuable item. Entries were being evaluated by the 240+ Catawiki category experts, ensuring a fair process. One ecstatic winner saw their dream come true. But more importantly, with people offering beloved objects and spending serious time to get a shot at the Macan, the campaign told a powerful story: the electric Macan isn’t just another car—it’s an object of true desire.
Execution
Key to the execution was the partnership with Catawiki, Europe’s leading online auction house and today’s place to be for lovers of special objects. Every participant could enter their object on the Porsche campaign platform and, after a pre-selection, was invited to continue their journey into a smooth, custom made user flow on Catawiki. This ensured a fair and professional curation and judgment of entries, thanks to working with Catawiki’s 240+ experts across different object categories.
The brand partnership also proved to be fruitful in attracting the right audience for the campaign, as almost all entries were of a very high quality. This was convenient for making a right trade, but also opened up a new pool of potential customers for Catawiki. In the end, via the same Catawiki platform the winning painting was auctioned for charity, The Princess Máxima Center Foundation.
Next to the partnership, campaign platform and activation flow, the idea was promoted via a precisely targeted online, social, PR and OOH campaign. In this campaign, a broad range of digitally crafted objects and a whimsical, dreamy world was used to inspire potential participants to join the trade.
The brand partnership also proved to be fruitful in attracting the right audience for the campaign, as almost all entries were of a very high quality. This was convenient for making a right trade, but also opened up a new pool of potential customers for Catawiki. In the end, via the same Catawiki platform the winning painting was auctioned for charity, The Princess Máxima Center Foundation.
Next to the partnership, campaign platform and activation flow, the idea was promoted via a precisely targeted online, social, PR and OOH campaign. In this campaign, a broad range of digitally crafted objects and a whimsical, dreamy world was used to inspire potential participants to join the trade.
Impact
Beyond numbers, the campaign succeeded in telling a powerful story about the new Macan without relying on traditional product messaging or media. Instead of listing specifications, this campaign demonstrated the car’s emotional desirability: the Macan is a car worth giving up even the most cherished possessions for. A true dream car.
The campaign generated 700+ serious and high quality entries, with participants offering up everything from rare collectables to precious heirlooms and valuable artwork, demonstrating the lengths they are willing to go to for the new Porsche Macan.
Altogether, the submitted items are estimated to be worth €6.3 million—excluding sentimental value. Among these entries were many potential new Porsche customers, with 28% of entrants qualifying as high-quality leads for Porsche sales teams to follow up on post-campaign. For a luxury brand like Porsche – that is not about volume but exclusivity – qualitative leads like these are worth a lot.
Ultimately, one lucky winner was selected by experts from Catawiki to trade their unique object - a masterpiece painting from the Dutch Modernist movement - for a brand-new electric Macan.
The campaign generated 700+ serious and high quality entries, with participants offering up everything from rare collectables to precious heirlooms and valuable artwork, demonstrating the lengths they are willing to go to for the new Porsche Macan.
Altogether, the submitted items are estimated to be worth €6.3 million—excluding sentimental value. Among these entries were many potential new Porsche customers, with 28% of entrants qualifying as high-quality leads for Porsche sales teams to follow up on post-campaign. For a luxury brand like Porsche – that is not about volume but exclusivity – qualitative leads like these are worth a lot.
Ultimately, one lucky winner was selected by experts from Catawiki to trade their unique object - a masterpiece painting from the Dutch Modernist movement - for a brand-new electric Macan.
2025 Awards
Total Points: 7
Silver Lamp
Credits
Agency
Dentsu Creative / Amsterdam
Media Agency
EssenceMediacom / Amsterdam
PR / Marketing Agency
Ovide / Amsterdam
Client / Brand
Porsche Nederland / Leusden
Production Company
51North / Amsterdam
Art Director
Luuk Simonse
Copywriter
Leendert-Jan de Ronde
Creative Director
Jasper Janssen
Design Director
Tomas Freriksen
Designer
Lorenzo Pellizato
Noortje Hulshof
Motion Designer
Boris Peshev
Strategist
Britt Boss
Account Director
Eveline Rooders
Digital performance marketeer
Priscilla van Korlaar
Digital Producer
Bobby Innes
Head of Account
Dirk Jan de Krom
Head of Production
Marc Elbers
Marketing Manager
Anne Pellekoorn
Partner
Catawiki / Amsterdm
PR & Communications Manager
Tom Wouda
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