Award: CAMPAIGN CATEGORIES \ C01. Best Launch

The Porsche Macan launch was a unique experience with creativity at its heart. They abandoned all constructs of a traditional car launch, and focused on bringing the spirit of the Macan to life through an immersive, emotive and captivating theatrical journey. For one evening, they created a journey in a 5000 sqm abandoned factory with a troupe of local and international performers for over 400 guests to unveil the new Porsche Macan to the China market in Shenzhen. Guests were part of a thrilling adventure from the city to the mountains bringing out the spirit and personality of the new Macan. As a result, the launch became the talk of the town. It was viewed over 33 million times online with over 5 million engagements in just under 72 hours after the launch. In addition, media and guests described the launch as “thrilling and Unforgettable” and called it an “Unexpected Thrilling Launch, Very Different from Other Brands.”