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Experiential

Taycan: Hey Porsche, Get me Out on The Road. Love, Electricity

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In a large-scale stunt that spans all the way from London to the USA, Porsche and Grabarz & Partner have started an unprecedented dialogue. The participants? Very bored and underused electricity and the sports car manufacturer. The campaign, aimed at a younger demographic, focused on social media hype by introducing #ElectricityTalks. The stunts that followed acted as the prelude to the first fully electric sports car with the soul of a Porsche: the Porsche Taycan. On the 30th of June, a puzzling scene occurred in London. The London Eye one of the most recognised landmarks in the world - suddenly began to flash randomly and emit strange sounds. Influencers and bloggers filmed the unusual spectacle and posted live videos and short film sequences on their social media channels. Millions of followers started to rack their brains: what exactly was happening in London? What was behind the mysterious blinking lights on the London Eye? Followers’ suggestions ranged from possible alien landings to a teaser for the new James Bond film. But no-one was actually able to explain what was going on in London. Mysterious social media accounts set up at the same time fuelled this curiosity. The Twitter user ‘Electricity,’ for example, tweeted ‘Hey London, there is something I have to say. Meet me tonight at the London Eye. Love, Electricity. #ElectricityTalks’. Numerous Londoners as well as influencers shared the impressive images from the Thames via their social media channels. As magazines began to report on the event, the content reached 65 million users in a short space of time. One day later, a Twitter user was able to solve the puzzle. He identified the message as Morse code and even decoded it. He proudly posted the translation of the London Eye’s flashing lights: ‘Hey Porsche, get me out on the road. Love, Electricity’.
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Group Head: Julica Hauke

Media Agency: phd Media

Director of Marketing & Communication: Oliver Hoffmann

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