For decades, Porsche has been the sports car brand making people drive fast and look good. But this audience is increasingly older and male skewed. To appeal to a new generation and keep growing, Porsche must win the hearts of new strategic audiences.

Undergoing this transformation, Porsche positions itself as a contemporary luxury brand with a focus on those who are ambitiously pursuing their dream and want to achieve a positive impact on society just like Ferry Porsche himself dreamed of. A core element, then, of the Porsche brand programme that Global Gallery was part of is the principle of turning dreams into reality.

This campaign had 2 key objectives:

• Increase reach and relevance amongst the ‘Driven Youth’ target audience

• Build new brand associations to showcase Porsche as an enabler of dreams

Using our ‘Audience Planning Manual’ we identified how to reach the Driven Youth.

Building on passions and the platform to explore the brand truth, Porsche partnered with the KÖNIG Galerie to showcase contemporary digital art – an area that is pushing boundaries. Porsche’s Global Gallery was born.

Across New York, Madrid, Berlin, Seoul and Tokyo, Porsche partnered with 11 rising digital artists in a game-changing moment helping bring their dreams to life. The artwork was also made available to buy via NFT, as a major step forward for accessibility in art sales and collection.

Global DOOH canvas:

Create huge launch impact by co-ordinating roadblocks on the most iconic, high-traffic locations before extending reach. Screens to also feature a QR code linking to a branded hub.

Youth publisher partnerships:

Work with partners on bespoke content showcasing the Global Gallery.

Digital amplification:

Amplify a Global Gallery film through targeted social, video, search.

Phase 1: Billboards turned gallery

On 9th October, we launched a co-ordinated sunset takeover at Times Square, Shibuya Crossing and Callao Lights. Artwork ran across the 11 screens that evening, then extending over the next 8 weeks with spectacular formats.

Higher frequency networks also drove reach among our audience plus an extension to Berlin & Seoul. 117 pieces of creative ran across 204 screens truly showcasing the artwork.

Phase 2: Amplification:

Bespoke partnerships with Complex and i-D were designed for Porsche to reach younger luxury consumers who appreciate contemporary art and authentic content.

Editorial coverage showcased the campaign background, the artists, and the rise of NFT’s. The Global Gallery film was promoted across social, video, search. Mindful of our audience’s dislike of traditional advertising, digital activity was released with minimal Porsche branding to maximise engagement.

Further to paid activity we ran always-on social amplification through the artists and KÖNIG accounts.

The results highlight the success of our approach. Paid media delivered:

• OOH: 173M global impacts.

• Digital: 33M global impressions. 6.3M video views with 2.9M completed views (+93% vs. benchmark) and VCR of 46%. Additional 21.5M owned and earned impressions.

• Partnerships: 81.2K article views. Strong engagement rate on Complex (+130%k vs. benchmark) and high dwell-times on i-D branded content in Japan (4 minutes).

The bespoke brand lift study shows how Global Gallery shifted perceptions, affiliation and purchase intent among the Driven Youth and Porsche’s other strategic audiences, all without showing a single car.

• 80% stated Porsche ‘motivated them to achieve their dreams’

• 80% stated Porsche ‘is a brand that makes dreams come true’

• 80% stated Porsche ‘is a brand for people like me’

• 70% stated they would ‘take a closer look at Porsche’ when in market for a new car