In the Middle East, Porsche was seen as a brand that appealed to a more mature target audience (45+) than our new strategic target groups (the content hungry 'Driven Youth' (20-40 YO, mobile-first, digital natives) and 'New Creative Leaders' (40-55 YO, lovers of design and craft).

In that respect we had a mountain to climb to shift brand perceptions and authentically connect. The other factor at play was that Porsche's first all-electric was getting petrol heads questioning whether it would really perform like a true Porsche sports car.?

For us to turn the perception for Porsche, from being a brand that only appealed to an older audience to a brand that knew how to talk to the youth, we needed to achieve higher digital metrics. Higher impressions, reach and engagement.

Our usual digital metrics didn't reach the engagement levels 'younger' brands achieve and for that we set out to create a film that showed the true power of a Taycan Cross Turismo, an all-electric car with the power to impress and breakthrough the digital clutter.

That's why we partnered with a top creator, who knew how to engage our target audience with outstanding drone cinematography, and carried on with an activation that invited the community to co-create with us.?

The campaign revolved around FPV drone pilot / influencer: Johnny FPV; who had a lot of influence amongst his followers who were in return micro-influencers in their communities.

We knew that using JohnnyFPV would get us unprecedented access to his fanbase and +500K followers, and to build authentic connections with his fanbase (and our target audience) we had to create content that pushed Johnny to create work that didn't just add to the noise of social media but actively wowed and inspired his community to create.

Our hero film, Drive2Extremes set the pace for the rest of the campaign, inspiring the audience and cascading a world of content to inspire our target audience.

The hero film was shot in two extreme, contrasting locations: -30°C Levi, Finland and +30°C Liwa desert, UAE. Shot exclusively by FPV drone, by renowned pilot Johnny FPV, with 0 CGI, the film seamlessly transitions between the two worlds. From this film we sparked the imaginations of our target audience with exclusive pre-teaser content by JohnnyFPV, a 4-part BTS series, 'Hacks' or mini-masterclasses, and a creator editing competition that allowed creators from around the world to access the film's raw footage and edit the work of their hero, JohnnyFPV.?

The campaign was shared across Porsche global and regional social media channels as well as Johnny FPV's Instagram and YouTube.?

The results: 733 Million total reach - 36.1 Million cumulative views - A total of 2.3M engagement - outstanding 99.2% positive sentiment - 66K visitors to the 'Create2Extremes engagement platform in a matter of days from 121 countries with 4,400+ registration & submissions.