Porsche: BREAKING FREE

Credits & Description:

Advertiser: PORSCHE
Agency: VOK DAMS AGENCY FOR EVENTS AND LIVE-MARKETING, MINDACT LIVE COMMUNICATION, AGENTUR FÜR MARKENTRÄUME
Category: Cars & Automotive Services
Architecture/Set Design: Amt (Agentur Für Marken(T)räume)
Reveal: Mindact (Mindact)
Driving-Program: S & T Wirth (S & T Wirth)

Client Brief Or Objective
To introduce the new Boxster and sales positioning (breaking free) to 1800 Porsche dealer principals from all over the globe. Immersing the dealers into the Boxster lifestyle. A lifestyle of independence, of being free and without boundaries. Learning about the car and its target group intimately to support the sales process.Create an inspiring environment for the dealers to interact and learn from each other in a leisurely and enjoyable way. Celebrating the Porsche way of life and prepare for a successful sales campaign.

Implementation
Product launch events are focused on sharing product information and experiencing the product through test drives. The Boxster launch was different due to the emphasis on lifestyle and how dealers could take advantage of the chosen lifestyle positioning (breaking free) to differentiate and up market the Boxster from the competition. We made sure that all elements on the event were linked to or illustrated ‘Breaking Free’ to immerse the guests in to this positioning and to really get the message across. We took the layout of the surrounding land and used the volcanic nature of the islands to our advantage.

Relevancy
‘Breaking Free’. Breaking free from convention, going your own way and think for yourself. The Boxster is a roadster pur-sang, the ideal car to explore the world. You can be taught about it but essentially have to experience it first hand. Therefore the focus of the event was on the driving, being it on the winding mountain roads of the island or on the International racing circuit hugging the coastline. The theoretical part of the event was kept to a minimum. And even when theory was unavoidable, it was done in a ‘breaking free’ creative way: in a drive-in setting.

Outcome
A trouble free and smooth event both from a technical and a logistics point of view, resulted in a satisfied key client and 1,800 Porsche dealers going back home positively charged about the new Boxster and the Porsche brand. In the post event guest survey, 95% of the guests mentioned that they were very satisfied with the event and its content.