Opportunity: Porsche buyers were visiting dealerships demanding their warrantied brakes be replaced due to squealing, at a significant cost to the company. Educate people on the origins of brake squeal, changing perceptions around the issue.

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Insight: Porsche has an impeccable engineering reputation. Consumers trust every detail has been addressed. So we can have an up-front, expert discussion about brake squeal not threatening their safety, while adding to a premium experience. 

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Solution: Develop an online film explaining brake squeal is common in Porsche vehicles. That it assures the state-of-the-art braking system is working properly. Turn brake squeal into a positive for Porsche owners and sports car enthusiasts alike.