Audio Branding: Interpreting the “Thrills” of Porsche Macan

Specialised in high-performance sports cars and timeless automobile designs, Porsche has once again scored with the launch of a new model, sportiness, design and everyday practicality: the new Macan.

Interpreting the “Thrills” of Porsche Macan

The new Porsche Macan is intended for those whose lifestyle is ignited by adrenaline and passion, where taking risks and thirst for adventure are the essentials for experiences that make one feel alive. And what better medium to express such attitude than music? Our versatile approach to audio branding and content marketing made it possible to craft the sound of the car’s slogan: “Choose Thrilling”.

Our Role as Intermediary between Branding Needs and Creative Endeavours

When conceiving the marketing plan around the new model, it was clear to Porsche that music was going to play a central role in achieving the communications goals to address an eager and emotion-driven group of 27 to 35 years of age. Creative agency United Digital Group (UDG) produced the strategy to engage and activate the target audience through a cross-media worldwide digital campaign, covering social media, Spotify and the client’s official website. To realise the project envisioned, UDG approached us to become the music expert to intermediate between its creative endeavours and the branding needs of Porsche.

Identifying DJs Peggy Gou and Bakermat

In the first phase of the project, we had to establish collaborations with influencing artists that depicted the mindset and personality of the new Macan. The idea was to produce a campaign video shoot where, instead of merely using music by the artists, the car itself was to be used by the artists, in an attempt to capture electrifying glimpses and insights to their lives, now enhanced by the new Macan.

Our collaboration propositions with Berlin-based Korean DJ & artist Peggy Guo and Dutch DJ & music producer Bakermat excited our client. We believed that the two music experts best expressed the personality of Porsche and represented its new model, specifically given their young, urban, avant-garde appeal and drive to fully experience each and every moment — because after all, life is as thrilling as a live concert!

Developing and Directing a Music-Driven Social Media Campaign

After securing the two collaborations by handling the related negotiations and paperwork on both artists’ and client’s side, we concentrated on developing and directing an exhaustive music-driven social media strategy (including photos and video snippets across Instagram, Facebook, Twitter and Tumblr) that the two influencers were to later spread in their channels to maximise the impact of the car’s digital campaign.

So as to further connect with the targeted digital natives, we on top curated the music content of different Spotify playlists for a fun and interactive campaign component on Porsche’s website: by answering a few questions to describe their music taste, users are presented with a perceptive portrayal to their lifestyle, recommended a selection of the car’s configuration tailored to their habits, and finally offered access to a music playlist — the one that best combines the the user’s individual music preferences and the car’s branding attitude.

Interpreting the “Thrills” of Porsche Macan

A Comprehensive Content Marketing to Convey Authenticity of Brand and Consumer

In the year devoted to crafting the sound for the new Macan, our role to make the digital campaign come to life revealed as crucial. First, we scouted and secured partnerships with those artists that could optimally manifest the car as a lifestyle expression and convey the authenticity of both brand and consumer. Next, the music and editorial content conceived for the social media of the two ambassadors more so reinforced efforts towards the car’s communication goals. And lastly, our music curation of content tailored to users’ music and mindset allowed to further engage with the relevant target group.

Silvia Chiesa, Strategy & Communication at HearDis!

A guest contribution by Silvia Chiesa, Strategy & Communication at HearDis! in Berlin. To find out more about Porsche and Technology, follow us on Twitter, LinkedIn and Instagram.

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