The Porsche Cayenne is a unique vehicle—masterfully engineered with all the performance you expect from the preeminent German motor sports brand, yet with three more seats. This combination of performance and five-seat utility makes the Cayenne a rare animal: a sports car, made to share. However, Porsche needed to widen its audience in order to reach a prime target for the vehicle: younger affluent drivers.

The Cayenne’s shareability and U.S. launch date also fit perfectly into Porsche’s 70th anniversary “Sportscar Together” campaign taking place throughout 2018. Sharing the Porsche experience as our platform represented a key opportunity with our experience-loving audience.

With a sports car that is made to share, it only made sense to use it during the country’s most popular shared experiences. A duet that the whole world can see between James Gordon and his guest, Porsche aficionado (he has owned 15 in the last decade) and rock star Adam Levine. And while the Porsche Cayenne is all about sharing, it is also all about speed. In true Porsche fashion we also had James and Adam race around the track for a little friendly competition post duet. The track gave both stars, and Porsche, another great stage to let their personalities shine.

When people think of Porsche they think of a two-seater and lots of speed. They don’t think of a five-seat SUV and speed. But the Cayenne is both. We needed to create an emotional connection to a wider and younger affluent audience we called “Driven Youth.” The key was highlighting what sets the Cayenne apart from other luxury SUVs – the shareable sports car performance and credibility unique to Porsche.

The Carpool Karaoke segment began with James and Adam singing Maroon 5 songs and comically bantering back and forth. (They even got pulled over by the Los Angeles police – no worries, it was just a friendly stop!) When they arrived at a race track things took a different turn. They both had a chance to put the Cayenne through its paces with an impromptu driving competition, showing off the sports car prowess of the new Cayenne.

Prior to the segments airing, the Late Late Show teased the segment on its website and social media. Once the segment aired on national broadcast TV, the full segment and several different edits went live on their digital and social media platforms, all of which are watched and followed by millions worldwide.

The episode aired May 24 and received 1 million YouTube views overnight. Buzz and awareness continued to grow. Within 24 hours it trended No. 2 worldwide on YouTube and remained in the Top 10 trending global videos for the entire week after airing.

Our segment outperformed other Carpool Karaoke segments with over 20 million views across social media.

Within our “Driven Youth” target segment buzz went up 75% and word of mouth went up 175%. That’s compared to the weekly average for the quarter (YouGov). Purchase intent went up as well. The "likelihood to consider buying a Porsche" increased 25% with young affluent drivers.

In addition, the integration garnered buzz and press from over 30 sites and publications in the U.S. and globally, further broadening reach amongst new audiences.