Among Porsche fans, the brand has no equal. To these drivers, Porsche sports cars are the pinnacle of a high-performance driving experience, with a design that is beautiful and timeless. Among younger affluent audiences however, the Porsche brand is not considered as relevant.

In June 2018, Porsche celebrated its 70th anniversary and launched the “Sportscar Together Day” (SCTD) campaign, inviting fans across the globe to join in the celebration.

For the concurrent US launch of the new Porsche Cayenne SUV, it was a perfect opportunity to attract young, affluent audiences to the Porsche brand and launch the new Cayenne 2018 as the most "shareable" driving experience.

As SUV competitors Mercedes and BMW significantly outspend Porsche, we needed to ensure our solution created impact and an emotional connection with the "driven youth" audience.

Among Porsche fans, the brand has no equal. To these drivers, Porsche sports cars are the pinnacle of a high-performance driving experience, with a design that is beautiful and timeless. Among younger, affluent audiences however, the Porsche brand is not considered as relevant.

In June 2018, Porsche celebrated its 70th anniversary and launched the “Sportscar Together Day” campaign, inviting fans across the globe to join in the celebration. In association with the campaign and based on the US launch of the new Porsche Cayenne (SUV), it was a perfect opportunity to attract young, affluent audiences to the Porsche brand and launch the new Cayenne 2018 as the most "sharable" driving experience. As SUV competitors Mercedes and BMW significantly outspend Porsche, we needed to ensure our solution created impact and an emotional connection with the "driven youth" audience.

Our strategy focused on demonstrating the thrill of driving a Porsche is even better when shared.

To capture the hearts and minds of “driven youth” we needed to tap into the popular culture they love - whilst bringing to life the joy of SHARING an amazing driving experience.

This led us to Carpool Karaoke on The Late Late Show (TLLS) – a globally popular segment where British comedian James Corden drives to work in his Range Rover SUV, picking up famous musicians along the way in order to use the carpool lane.

During their drive they sing and enjoy entertaining banter. CPK has featured artists such as Adele, Ed Sheeran & Justin Bieber and has millions of global YouTube subscribers.

While several automotive brands have tried to get into CPK, we successfully negotiated with CBS to have Corden drive our Porsche Cayenne as the show’s first automotive brand integration.

To ensure the partnership delivered impact for Porsche we identified Adam Levine, lead singer of Maroon 5, as the ideal partner and influencer based on his passion for Porsche and love of racing.

The segment featured the pair driving the new Porsche Cayenne on the streets of LA and then taking a detour to the Porsche Experience Centre (PEC) to do hot laps around the track, showcasing the unique experiences you can have with Porsche.

Throughout the filming, a series of spontaneous comical moments occur, from being pulled over, taking wrong turns on the PEC track and answering trivia questions while racing.

TLLS/CPK was a US focused partnership but the show was syndicated to 117 countries when aired in May 2018. As well as TV, the partnership lived online across social platforms. Co-branded Porsche and CBS ads ran on social before and after the airing, featuring photos, gifs and videos.

The episode aired May 24th and received 1m YouTube global views overnight.

It was in the “Top 10” trending global videos for the first week and had 9m views within the first month, outperforming other CPK sketches. The film featured the brand/marque 30+ times throughout the 11-minute video.

Buzz and word of mouth metrics among our "driven youth" segment went up 75% and 175% respectively, compared to the weekly average for the quarter. It also improved purchase intent, with the "likelihood to consider buying a Cayenne" increasing by 25% amongst young affluent drivers (YouGov).

We also negotiated and planned social activations on Facebook/Instagram, achieving 12m total impressions within the first weeks.

Activity was also picked up organically and amplified by 30+ media outlets such as the BBC, USA Today, Variety and Rolling Stone, increasing buzz and awareness.