ABOUT

Porsche is renowned for creating some of the best, most innovative and legendary cars in automotive history. But until now, Porsche hasn’t been known for its EV technology.

The new all-electric Taycan is a giant leap forward for EVs. It has the unmistakable heart and soul of a classic Porsche sports car and has incredible straight-line speed. But typically, straight-line speed tests are boring.

So to launch the Taycan we created the ultimate straight-line test.

To do that we partnered with Atari, the legendary computer game developer and leveraged the 50th anniversary of their most iconic game.

Set in a testing ground and featuring two geofenced, fully-electric Porsche Taycans that can do 0-100kms in 2.8 seconds, plus 2 performance drivers and one A.I. controlled race drone – we created a real world game of 3D, high-speed PONG.

The activation was filmed then launched at the sold-out Formula 1® Rolex Australian Grand Prix Porsche Pavilion and broadcast to the world via Porsche’s global YouTube; leveraging the PR from Atari’s 50th anniversary.

The campaign directed the emerging target audience to our online experience where people could custom-build their own Taycan and play the game themselves, competing against a global leader board to win glory.

Once customised, viewers could then opt-in to drive the same Porsche in the real world by booking a test-drive from their local dealership.

Results
Taycan Arcade was Porsche’s Australia’s most talked about launch ever, appearing in 112+ publications with an earned media reach of $8M+. The site had 13,000 bespoke visits, 2300 game-plays and a conversation rate of +17% that linked through to custom configurations.