(Pre) Launching the Porsche Macan in China.
Engaging China’s most fickle consumer audience with a world first technology experience.
To build anticipation of the all-new Porsche Macan before it’s grand launch, we created the world’s first automotive Oculus Rift experience, bringing to life the feeling behind the new car’s launch platform ‘Life, Intensified’. This breathtaking experience was housed in a cutting edge installation that was deliberately positioned where we knew the target audiences had down time: shopping malls, as they waited for cinema sessions to begin.
We identified virtual reality technology Oculus Rift as the perfect tool to bring the car’s vibrant spirit and philosophy to life; additionally, the technology was a honey pot for our experience hungry consumers. To develop the experience, we partnered with leading video game developers, environmental designers and an orchestra to create totally unique content, in the process redefining what was possible in terms of content development for the platform.
We took our experience on the road to five cities across China in just under six weeks.
During this time, we generated 19 million + social impressions with zero media support; we generated 1700 ‘hot’ sales leads; we increased foot traffic into targeted dealerships, and (amazingly) we sold 150+ Macans before the car had launched. This was an extra bonus for Porsche, who had expected zero sales from our program.
To this day, our Oculus Rift experience lives on as a point of sale tool in Porsche dealerships across China.
View the video here. Password: jack