Porsche is a well-known for its sports car and racing heritage. However, in China, they were known as just another expensive auto brand, much like Mercedes Benz, BMW, Lexus. Instead of selling their most popular 911's, the most popular Porsche was the Cayenne. How do we pivot the Porsche brand and to change people's perception in China from tier 1 to tier 4 cities??
To redefine luxury. Traditionally, luxury means being driven in a big comfortable car. We now need to tell them that luxury means driving your own compact sports car.
To differentiate Porsche from other luxury cars in the market: so it's more than just a price tag.
To create a sports car culture: Sports car culture was still very niche in China. To sell sports car, we need to create a hype for it.
"In the beginning, I looked around but couldn't find the sports car I dreamt of, so I decided to build it myself." — Ferry Porsche
Our idea was inspired by Ferry Porsche’s Passion for the perfect sports car. In order to induce the same passion into our Chinese audience, we are to take them onto a journey of Porsche’s past, present, and future; to offer them the opportunity to get behind the wheel of a Porsche.
Porsche, Driven by Passion
ENGAGEMENT STRATEGY : ACTIVATE // EDUCATE
ACTIVATE : We create curiosity by reinvigorating our audience’s passion for speed and control. We used mobile VR to put our audience into a 911 on a racetrack so they could feel the thrill.
EDUCATE : We created a Porsche : Driven by Passion mobile exhibit to tour around China for 2 years. The exhibit features Porsche's heritage, Races, Innovation and Lifestyle. Customers get to experience Porsche's past, present, and future. At the end of the experience, they had a choice to leave their contact details for future test drives.