Refining the engine of Porsche.
Landing the BBDO Group Germany pitch for Porsche's Global Brand and Motorsports meant getting under the hood of automotive excellence. Pure engineering precision meets raw emotion.
We won both accounts. The challenge ahead? Evolving Porsche Motorsport for a new era while protecting its legendary status. This went deeper than strategy. We needed to capture the visceral thrill of every racing series, the passion of every driver, the heart-racing moment when a Porsche engine roars to life.
Two years of deep collaboration. Two years of pushing boundaries while honoring heritage. Two years of bringing together the minds that would shape Porsche Motorsport's future.
The result? A strategy that amplifies Porsche's racing DNA. Ready for whatever the future of motorsport brings, while staying true to what's made Porsche the ultimate driver's brand for generations.
Porsche: Recode the Race
Task: Elevate sim racing and Esports in the motorsport world.
Problem: Sim racing and Esports are often not considered "real" sports.
Truth: Every generation redefines what it means to be an athlete.
Proposition: Porsche: Recoding the future of motorsport.
Solution: We created a branded content film series showcasing Porsche's partnership with top sim racers. By granting these digital drivers 'Factory Team' status, traditionally reserved for physical racers, Porsche legitimized sim racing as a real racing.
Porsche Formula E: Ready for Racing
Task: Boost team spirit and fan engagement for the TAG Heuer Porsche Formula E Team's 2022 season finale.
Problem: The team and fans needed a motivational boost to close the season on a high note, but traditional marketing approaches weren't capturing the innovative spirit of Formula E.
Truth: In motorsports, every detail counts - even the soundtrack can provide that crucial 1% advantage.
Proposition: Turn the Porsche Formula E car and team into a musical instrument.
Solution: Created "Ready for Racing," a unique electronic anthem by Berlin-based DJ LOVRA, mixing sounds from the Porsche race car and team recorded at various Formula E locations worldwide. Launched with diverse social media content, including interviews and gamified "Talk Song to Me" clips with drivers and crew.
Effect: The anthem became the team's garage soundtrack, energizing both team members and fans. It symbolized Porsche's innovative approach in Formula E, merging racing technology with music culture. The diverse content strategy amplified engagement across social media platforms, creating a multi-sensory brand experience that extended beyond the racetrack.