Porsche is a luxury car brand, only accessible to a few. But with the launch of ‘Share a Porsche’, owning a Porsche became more accessible than ever. ‘Share a Porsche’ is a service that enables up to four people to share a Porsche for a fixed monthly fee. A dedicated app allows them to organise themselves regarding an equal use of the car and its maintenance. The launch of this innovative service gave us the opportunity to communicate to a new, younger target audience by connecting with them through the media channels where they are present.

In April 2016, right before the wedding season, we launched an online video featuring a priest who looked viewers in the eye with a daring question: “Would you marry your friends for a Porsche?”

For the next two weeks, we gave people the chance to interact with the video (Yes, I do/No I don’t). For those who clicked 'Yes, I do', a wedding process started, including an invitation to marry three friends of their choice through the signing of an official prenuptial agreement with them. Their new marital status had to then be posted on their social networks, which helped our campaign spread wider.

After two weeks of direct engagement, we selected the four winners in an official Porsche event. Two months later, we sent the four friends to Kinnaur, the only region in the world where group marriage is not only legal, but a respected tradition.