Creative Executions

The Experience

FUN, FAST, FOCUSED.

These are the three pillars of our campaign to ensure not a moment at PSDS is lost. A flexible execution plan centered around our core belief that the experience takes precedence allows the team the freedom to maneuver the entire Porsche course and snap away at all the fun happening on the track.

COLORS

Since our target audience would much rather spend money on experiences rather than items, we decided to try to capture the essence of this experience with our photography. We wanted to showcase the thrill and excitement that their customers feel when they get behind the wheel, while also highlighting all that goes on behind the scenes. We made a point of trying to feature their sponsors’ logos in our photography as this would make them more likely to repost our photos on social media. We also took care to shoot the cars at lower shutter speeds on the track so that the background would appear more blurred, giving the viewer a sense of the speed of the cars.

Shooting their customers in a way that felt authentic was a challenge, but we were able to capture some great moments of customers getting out of the cars right after driving. Our sweet spot was getting action shots that showed both the people and the cars in tandem. These dynamic shots gave their social media followers a glimpse into what awaits them at the Porsche Sports Driving School.

Photography

Videography

It’s no secret that video performs well on social media, so we prioritized shooting video on both of our production trips to Porsche’s Birmingham track. With video, we were able to capture the speed and excitement of the cars in a more dynamic way than through our photography. We used DSLR’s and GoPros along with drones to capture action footage from as many angles as possible.

Our videos tell a more complete story of various parts of the Porsche Sports Driving School that we felt would appeal to our target audience, such as the skidpad, feature of the cars such as turbo launch, and their off-roading course. Video also gave us more options in post-production. We were able to use video clips to create boomerangs and gifs, in addition to the regular videos that we edited from our footage. Being able to see and hear the Porsches on the track gave our audience a greater sense of what the Porsche Sports Driving School has to offer.

Guerilla Marketing

For our guerilla marketing tactic, we wanted to reach potential PSDS customers at a time when they wouldn’t have any distractions. We designed a VR experience that would allow potential customers to experience the rush of being behind the wheel of a Porsche 911, all while they’re waiting on their gas tank to fill up. We selected 4 gas stations in the wealthier parts of Birmingham for this experience. The gas stations would be decorated with checkered flags and cones, along with signs that prompt users to engage with our VR experience. Each pump would have a VR headset with a simple UI that allows users to put on the headset and immediately begin a brief VR experience that puts them in the driver seat of a Porsche 911 as it speeds through the PSDS track. The experience ends with a message inviting the user to come check out the real life version of the experience at the PSDS facility in Birmingham.

This tactic would reach potential customers at a time where they’re receptive to entertaining messages and at locations where they’re physically close to the PSDS facility. This tactic also has great potential for earned media, as the gas stations would be decorated and visible to the public. Users would also be likely to share their experience on social media, sparking their friends’ interest and exposing even more potential customers to our messaging.

VR HEADSET

APPLICATION MAP One of the most unique parts about PSDS is the complexity, and beauty of the Barber Motorsports Track. The track allows drivers to train on a 16 turn, 2.28 mile, FIA approved racetrac. In addition, there are other elements we wanted users to be aware of such as the off road course and the Barber Motorsport Museum. We created an informational, visually pleasing application that drivers could download on to their phones. We included a virtual map for drivers to use while they are on the track so they can know where they are at all times whilst on different parts of the track.

SNAPCHAT ACTIVATION As part of the versatile content we created on behalf of Porsche, we moved to snapchat to capture our new younger target audience’s attention. By using a new feature on snapchat called bitmoji, we decided this would be the most effective use of the platform. With bitmoji, users are able to use their animated character in a video and drive a Porsche right from their phone. Clicking on the Porsche logo in snapchat filter options, the bitmoji inside a Porsche would appear and upon starting to record the video the Porsche car would begin to “drive” around the screen. Effectively giving the user a Porsche experience and allow snapchat users to share their experience to social media. In turn increasing our reach to their friends and followers to try the Porsche bitmoji themselves.