The concern for Porsche isn’t sales today, it’s 5 to 10 years from now because the brand’s average owner is 56 years old and aging faster than the industry. To remain successful in the future, Porsche has to continually make inroads with younger audiences. At the same time, it’s also important that Porsche balance the expectations of their current enthusiast base—careful not to isolate them—when considering how to appeal to a new audience.

Finally, while an iconic brand, Porsche is outspent by competitors 10-1, so its share of voice also lags. This means that Porsche must find more unexpected ways to reach out to new audiences, beyond just advertising, to create cultural connections and relevance.

Common business objectives, market research and convenience didn’t lead us here. And it was not a program manufactured to latch onto each other’s fame equities or communities.

The power in this idea comes from leveraging authentic shared beliefs. It’s a collaboration born of common values and design symmetries.

Together, designers from Porsche and Lucasfilm worked together to create a new, Porsche-inspired ship for the Star Wars universe, all of which we documented in a multi-month campaign to entertain and delight fans.

Since the first Star Wars, where captain seats in the cockpit of the Millennium Falcon look very similar to a late 70s Porsche 911, the two brands have inspired each other. From sound effects to colors, and yes even to design shapes and elements, there has always been a rich history between the two that we made official with Porsche as a brand partner for Star Wars: The Rise of Skywalker.

This made authenticity the core of our strategy. We couldn’t have a collaboration that simply featured a flying Porsche on Tatooine. A unique and meaningful Porsche + Star Wars had to be more to engage a new audience while continuing to delight our current base of Porsche fans.

Porsche X Star Wars: The Designer Alliance was a multi-part content program designed to create excitement among the brand’s enthusiast base by letting them follow along as designers from Porsche and Lucasfilm did something totally new: designed a Porsche-inspired starship together.

The six-week design process was grounded in authenticity and took place in the lead-up to the Star Wars: The Rise of Skywalker film premiere, where we would unveil a model of the new ship.

1. To build intrigue for the collaboration’s social and digital videos, “Kick Up Dust,” “Twin Tests” and “Parallels” gave fans a preliminary glimpse of what was to come and why.

2. Our media partnership with WIRED included a content hub that was updated during the design process with 3 short films and the final 12-minute short documentary that unveiled the Porsche-inspired spaceship. WIRED also amplified content through the design process and in the weeks following.

Porsche’s #1 YouTube Video: The video “Parallels” achieved the single highest views of any Porsche film on YouTube with over 12 million; the total program exceeded 35 million views.

+26.6K new followers in two days: During the design unveiling and film’s premiere, Porsche earned new followers across social, outpacing its daily average by a 52% margin.

Porsche had +416% more mentions on Twitter in the 30-day period before the premiere, when our content launched.

Our WIRED partnership delivered, with content receiving 1-2x beyond WIRED’s internal benchmarks for clicks and completions.

“The Designer Alliance” documentary received 82% more clicks to the website and 30% more views than any other post. It also achieved 5x the WIRED benchmark of video view completions – impressive for a longform piece.

The media buy considerably outperformed forecast, with 264M impressions, +124% delivery over plan.

Paid media garnered over 35M video views.