Soul, Electrified

Challenge

Porsche GB challenged Amplify to ‘Electrify’ the guest experience at events in London and Manchester across December 2019 and January 2020.

Porsche Cars GB wanted to excite and inform event guests about the new Taycan, as well as educate them on the brand’s evolution and future dedication to all-electric mobility.

Insight

Car launches are typically made for the few, not the many.

For decades, car launches have pushed creative boundaries of how you can reveal the latest models and technology. In spite of rapid evolutions made in design and engineering, the launch formula has remained all too familiar and creative strategies haven’t yet truly re-imagined car launches through a social lens that forms a part of a bigger launch campaign.

Strategy

Be inclusive, but feel exclusive. Extend the traditional VIP formula and transform the Taycan launch into a content engine that speaks to a wider audience.

Give guests the space and support to curate their own personal moment by delivering an array of opportunities for unique content to travel beyond the immediate launch experience.

Solution

Porsche Taycan: Soul, Electrified.

Making a spectacle of the launch experience, Porsche Cars GB invited media, VIPs, customers, fans and consumers to explore the next generation of the brand and share their experiences across social. The hero feature of the Soul, Electrified event was a 30 minute curated light, laser and projection mapped experience that celebrated the Taycan’s Design DNA, Aerodynamics and High Voltage capabilities.

Across 3-4 days in both London and Manchester the launch included exclusive events, dealer shows and open shows to registered brand fans and members of the public. In addition to the hero show, guests were invited to explore a gallery installation that showcased the past, present and future of the brand, a line-up of iconic Porsche vehicles and an interactive soundscape that put guests in the driver’s seat.

Curating a range of experiences for guests individually elevated the aspirational attributes of Taycan and it was important to provide the space and support for guests to create their own content. Every touchpoint throughout the launch experience was designed to create a socially rich piece of content that could live beyond that moment in time. Both the show and the vehicle displays were designed with shareability in mind, ensuring that shots could be taken in both vertical and horizontal formats.

To ensure maximum reach and hype around the event, Porsche Cars GB collaborated with media partners TimeOut, Secret London and Secret Manchester to announce the experience and encourage registration.