Dr. Ing. h.c. F. Porsche AG: Formula E Brand Activation E-Village


Best Brand Activation, Event



Concept Summary

#STARTFROMZERO With the #startfromzero campaign, Dr. Ing. h.c. F. Porsche AG enters the E-Village "Drive Zone" of the Formula E in season 5, 2019. Be it Rome, Paris or Berlin – the modular event kit ensures a uniform brand presence worldwide. Porsche presents itself progressively, dynamically and openly towards a young and urban target group. Visitors can to dive into the World of Porsche and to experience its innovations, history and electromobility’s state-of-the-art. The campaign #startfromzero forms the communicative heart of the Porsche Formula E vision. With the Instagram account, the fan is always close to the scene of the first Formula E season of the brand. From news, racing calendars, off the racetrack to test rides of the drivers, the community always stays up to date. In the E-Village, guests are entertained with moderation and media. The Kids´ Corner offers the youngest fans the opportunity to build their first own Porsche, while the older youth meet up for the battle on the Race Simulator. On the Plaza, the study of the “Mission E” takes place using IPads to get access to the virtual vehicle and visitors can experience the Porsche Taycan before its world premiere. With the virtual Porsche workshop created by data glasses, the sports car manufacturer recalls its beginnings – 70 years ago – making the first Porsche workshop and its surroundings in the Austrian town of Gmünd visible. The progressive architecture in its extraordinary form is a signpost for the future of mobility of the Porsche brand. This brand image was designed in close cooperation with Porsche AG and the customer.

Agentur für Markenträume GmbH
Dr. Ing. h.c. F. Porsche AG
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