ART OF DRIVE
BRIEF
IDEA
Porsche needed to increase brand relevance and consideration with contemporary luxury audiences
and build a connection with those looking to realise
their dreams, using the Ferry Porsche’s dream to make
the perfect sports car as our inspiration.
At its heart The Art of Drive is a video led platform designed to inspire audiences with films that help them achieve their dreams. We crucially also provided the tools for them to achieve their dreams with insightful talent led educational content and the ability to interact in a series of virtual events. Making sure the audience got learnings which were relevant to them.
CAMPAIGN
With Conde Nast we created a global platform for dreaming and doing, by that we mean it offered our audience inspiration and insights to provide them with a roadmap to successfully achieve their dreams.
This global mentoring platform brought together Vogue & Wired for the first time to help Porsche’s new audience realise their dreams via three stages; Inspirational content showcasing How cultural leaders
achieved their dreams, Educational content featuring a line-up of mentors and educational tools to help tangibly guide our audience and finally through Interactive social content & events with key takeaways.
All supported by leading talent such as multi-Grammy award winning musician, St. Vincent & ground-breaking designer Sean Wotherspoon.
RESULTS
IMPRESSIONS
Condé Nast
117M
video completion rate
Condé Nast
53%
Smashed all brand, industry and Condé Nast KPIs & Benchmarks.