Porsche was taking its first step into the world of E-Mobility with the launch of their first all-electric Porsche, the Taycan. The car was a comms challenge for Porsche. It had to convince both petrol-heads AND people with little interest in the Porsche brand. Petrol-heads weren't convinced that an all-electric car could still feel like a Porsche, and everyone else didn't really have the Taycan on their radar. What we had to do was get the world talking and build hype for the arrival of the Taycan.

In the beginning electricity was a force of nature; primal and powerful. To many societies it became a god like Zeus or Thor. Then we harnessed it. First for great things, then for mundanities like dishwashers and nose hair trimmers. Oh, how the mighty had fallen. To build intrigue around the Taycan we imagined a world were Electricity had finally had enough. It reached out into the world to make a grand statement. 'Borrowing' the London Eye to send a message to Porsche, hoping to bring some excitement back into its life. Then it fell to Porsche to respond with a equally grand reply projected across the Hoover Dam in Nevada. This dialogue played out across monuments and nations for the world to see.

The petrol heads had heard about the launch of the first all-electric Porsche – but the new target groups, mainly the so-called “Driven Youth” (young people between 22 and 42) had not. Since they were not connected to Porsche on any level, we had to reach them on new channels, giving them an experience that put the Taycan on their map too. By spreading our guerrilla stunt on social media with the help of influencers from our target group, we made sure that the Driven Youth knew what was coming their way.

In June, London witnessed a strange happening: The London Eye started blinking like crazy. Initially, nobody knew what was going on. A @Electricity Twitter handle spurred the speculation on, engaging with the audience directly, whilst 'live' influencers Tanya Burr and Marcus Butler engaged with their audiences to spread the message even further. People went wild guessing everything from Aliens to Brexit. Soon, someone realized: the London Eye was blinking in Morse Code! They cracked the code, revealing that Electricity itself was sending Porsche A message.

Porsche answered with a second installation on the other side of the world: A gigantic projection at Hoover Dam, home of Electricity. The projection let Electricity know that an all-electric Porsche was on the horizon.

Online activations supported the events. With live response to guesses on Twitter, banners and Instagram stories helping people to decode the message and building anticipation for the reply.

The two activations reached a combined total of 62.4 million people and created 348.8 million impressions, as well as 97.5 million video views – and a completion rate for the videos that was 60% higher than the automotive average.