EMA winners: Best of Brand Experience

Grand Prix Porsche Macan launch
Brand Porsche
Agency Jack Morton Worldwide

Porsche wanted to introduce its Macan model to the China market in Shenzen, and agency Jack Morton Worldwide abandoned all constructs of a traditional car launch and focused on bringing the spirit of the Macan to life though an immersive and emotive journey. For one evening, the agency created an experience within a 5,000sqm abandoned factory with a troupe of local and international performers for over 400 guests to unveil the new model. The space was split into four zones to emulate different landscapes from the city to the mountains.

In the journey, guests played the role of thrill seekers as they freely explored the space and interacted with performers, all while dancing, cheering and uncovering the story layer by layer. As a result, the launch was viewed over 33 million times online with over five million engagements in just under 72 hours after the event. In addition, media and guests described the launch as “unexpected” and “very different from other brands”.