Porsche Taycan 2024 Launch
Data Analytics
Integrated Creative Campaigns
National Media Planning & Buying
Video Production
Project Overview
Opportunity Buying a Porsche Taycan is a decision that, while intelligent, is driven by emotion. It’s a choice where you leave logic behind and think with your heart. And these days, doing that can be remarkably brave. The Porsche Taycan is an expression of that bravery. Target Audience Wealthy Chinese Canadians 18-44 years old, with annual household incomes of 200k+, who prefer communications in Chinese. 40% of Chinese Canadians “prefer to drive a luxury vehicle”. And 40% want it to be a Porsche. Porsche is the most desired luxury brand for Chinese Canadians. Objectives 1. Successfully launch the new Taycan 2. Build awareness of Porsche as a leader in the premium luxury EV space
Details
Chinese Canadian Strategy and Creative Solution
Be it all, feel it all.
The wealthy Chinese Canadian electric car audience are EV-cognoscenti—they live and breathe electric cars, and as Porsche lovers, the Taycan is the car of their dreams. Their expectations of what it is to drive electric are turned upside-down when they experience the Porsche experience of electric.
We invited our audience who are data-focused and hyper-rational to be guided by their senses to open up — to overfeel — and to confidently be all the many things they want to be, everything, everywhere, all at once. To switch to an elevated state of being, of driving, of experiencing the world and the exhilarating sensory overload that comes from driving a Taycan.
The kind of experience that makes the most hardened EV data geek feel first and think later.
Be it all, feel it all.
The wealthy Chinese Canadian electric car audience are EV-cognoscenti—they live and breathe electric cars, and as Porsche lovers, the Taycan is the car of their dreams. Their expectations of what it is to drive electric are turned upside-down when they experience the Porsche experience of electric.
We invited our audience who are data-focused and hyper-rational to be guided by their senses to open up — to overfeel — and to confidently be all the many things they want to be, everything, everywhere, all at once. To switch to an elevated state of being, of driving, of experiencing the world and the exhilarating sensory overload that comes from driving a Taycan.
The kind of experience that makes the most hardened EV data geek feel first and think later.
