Cannes Lions

Porsche Carpool Karaoke with Adam Levine

DRUM, London / PORSCHE / 2019

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Overview

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Overview

Background

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 was not on their consideration list.

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.

Idea

Our core markets were the UK and US, so we integrated the new Porsche Cayenne in James Corden’s wildly popular Carpool Karaoke segment - The CBS Late Late Show. The format in which James drives and sings with celebrity musicians, was perfectly suited to celebrating the joy of driving together with a friend. Tens of millions of viewers had watched earlier episodes, featuring the likes of Adele, Bruno Mars, and Justin Bieber. Only one other advertiser, and no other car company, had ever been integrated into the segment before. To ensure the product placement and partnership delivered impact, it was essential that the musical artist involved was a Porsche driver and fan. We identified Adam Levine, lead singer of "Maroon 5" based on his passion for Porsche, being an avid collector of classic Porsche cars, having owned 15 in the last ten years.

Strategy

The global communication strategy, called Sportscar Together, was focused on demonstrating that the thrill of driving a Porsche sports car is even better when shared. We knew to capture the hearts and minds of our “driven youth” audience we needed to tap into the popular culture they love. We identified "Carpool Karaoke" from "The Late Late Show with James Corden" as an ideal partner to showcase the new Porsche Cayenne. This segment has become a part of popular culture with millions of global YouTube viewers and our key audience eagerly tuning in regularly to see the new segments released.

Execution

The episode featured James and Adam driving the new Porsche Cayenne on the streets of LA and then taking a detour to the Porsche Experience Centre to do some hot laps around the track, showcasing the unique experiences you can have with Porsche. Throughout the sketch, a series of comical moments occur, from being pulled over by the California Highway Patrol, taking wrong turns on the Porsche Experience Centre track and answering trivia questions while racing. Within the sketch we also integrated the new Porsche Taycan, providing viewers a sneak peak of Porsche's all-electric vehicle launching in 2019.

The new Porsche Cayenne was authentically integrated into the Carpool Karaoke episode, featuring the brand/marque more than 30 times throughout the 11 minute video. To further leverage the episode, we negotiated and planned social activations on Facebook and Instagram achieving 12 million total impressions within the first weeks of airing.

Outcome

The success of the initiative was measured based on awareness and buzz metrics. The episode aired May 24th and received one million YouTube global views overnight and trended at No.2 Globally on YouTube within 24 hours. It continued to be a “Top 10” trending global videos for the first week of launch and the campaign had over 20 million views across Social, outperforming other "Carpool Karaoke" sketches.

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 (YouGov). It also shifted the dial on purchase intent, with the "likelihood to consider buying a Porsche" increasing by 25% amongst young affluent drivers.

Activity was also picked up organically and further amplified by over 30 media networks such as the BBC, USA Today, Variety and Rolling Stone, increasing word of mouth and awareness for the brand.

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