Campaign details
Brand: Taycan
Brand owner: Porsche
Lead agencies: PHD Global, Grabarz & Partner
Contributing agencies: VICE Media, Talon Outdoor, Projection Artworks, Pulse Films
Country: Germany, United Kingdom, United States, Japan, China
Industries: Eco, hybrid, electric cars
Media channels: Content marketing, Online video, Outdoor, out-of-home, Sponsorship - media, Word of mouth, influencers
Budget: 1 - 3 million
Executive summary
Porsche launched its first all-electric vehicle – the Taycan – in 2019, in what was an iconic moment for electric mobility. The car maker sought to create anticipation of the launch and engage a new, younger generation of drivers by activating surprising communications around large-scale stunts stretching across the globe – from London to Shanghai to the US.