Brief
Brief
Porsche Parade is a concept consisting of several days of exceptional emotions in the company of beautiful cars. This year’s parade was the eighth edition of the event, taking place for the first time after a two-year break.
Our task was to organize an event that would be able to surpass previous editions. All this in order to maintain and continue to create the exceptional attractiveness of the meeting for participants and maintain their constant interest in the life of the brand. The event was also intended to attract motoring fans to the route of the ride, as well as to social media, in order to build a broad Porsche community.
Solutions
We planned a route that aimed to promote the hidden gems of Polish nature and architecture. During the event, 200 participants on board 100 Porsche vehicles set off from the National Stadium in Warsaw to celebrate Sportscar Together Day (a global format of brand fan meetings) in an atmosphere of a ride full of automotive challenges. Participants covered a route leading through picturesque roads of central Poland, the Tuchola Forest and the green corners of Kashubia.
The entire route, during the 3-day meeting, was over 800 km long, stopping at 8 specially prepared pit stops to end the meeting on the Polish coast and experience musical emotions in the Porsche zone during the Salt Wave Festival.
Result
With our unconventional approach to promoting the event, we managed to expand the Porsche Parade community (both among car owners and motoring fans). Thanks to this, the event had a wide resonance among the local media, which followed the route and informed local motoring fans about it. In this way, the Porsche Parade became an extraordinary platform for exchanging experiences between users and fans of the Porsche brand.
photo by Łukasz Nazdraczew