ART OF DRIVE
BRIEF
IDEA
Porsche needed to increase brand relevance and consideration with contemporary luxury audiences
by building a connection with those looking to realise their dreams; so we took Ferry Porsche’s dream to make the perfect sports car as our inspiration.
At its heart The Art of Drive is a video led, global mentoring platform designed to inspire audiences with films that help them achieve their dreams. We crucially also provided the tools needed to make their dreams a reality 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 Condé 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 and events with key takeaways.
All supported by leading talent such as multi-Grammy award winning musician, St. Vincent and 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.