The Road to Formula E. Going boldly into the unknown.
When it comes to all electric racing, the traditional petrolhead brand was a real rookie: No experience, no record, not even a car to begin with. But a lot of new hearts (and audiences) to be conquered. And what’s a bolder move than to leave your comfort zone (the LMP1 series, which they quit) and dare a fresh start? The online campaign “Start from zero.” followed a pitch for Porsche’s new Formula-E account. It all began with this teaser manifesto, half a year before their debut season. In just about three weeks, we generated 4.5 million views and climbed 3rd place in the YouTube Ads Leaderboard.
This was the first boost for the campaign’s centerpiece: the Start From Zero Instagram-Channel.
Which started with 0 followers, as well. Aiming at a rather young, digital-native audience, the brand communicated on eye level. Humorous, light-hearted, untraditional. Just like the first car reveal, that Porsche placed inside of a video game, streamed live via Twitch.
By the day of the season’s first race, START FROM ZERO has generated 80k new followers on Instagram. And Porsche finished their first race in 2nd place. What a bold debut!
OOH and Online-ads
Click to enlarge.
Click to enlarge.
Behind the scenes on Instagram: Meet the “Rookie-Team” and get to know the new features and quirks of Formel E.
Digital Contents for Instagram, just like the ingame Car Reveal via Twitch, How-to-videos to the interactive #Fanboost or announcements of the future drivers:
Job: Pitch & creative lead, claim, film and headlines Team: D. Haschtmann, A. Schnottale, P. Alings, J. Ringena Agency: Proximity Worldwide.