Despite 30 years of success in Thailand, Porsche faced a significant challenge spurring desirability with the next generation of potential owners. This audience, who represented the brand's future, held 7% top-of-mind awareness, a stark contrast to the high levels of engagement among Porsche's current fanbase.

This disparity was partly attributed to the changing media habits of younger audiences, making it increasingly difficult for Porsche to penetrate their minds and establish relevance. Traditional methods of forced cut-through were no longer effective, prompting a radical new approach.

To capture the attention and affinity of this elusive demographic, Porsche made the bold decision to partner with record-label 88Rising and producer Fluker to uncover the next T-Pop superstar, alongside collaborating with Puma on a limited-edition sneaker. This unconventional strategy aimed to use music and fashion as a license to enter their world, creating a cultural platform as the foundation for an immersive brand experience.

Porsche recognized that to truly capture the hearts and minds of Thailand's next generation, they needed to go beyond simply aligning with music and create an immersive brand experience.

The insight was clear: for this audience, the #1 reason to 'follow' and 'desire' a luxury brand is to "live in the universe they have created." And in Thailand, no one fuels luxury 'universes' quite like idols and cultural tastemakers.

This led to the creative idea of becoming a player in the T-Pop music scene, bringing Porsche, 88Rising (record-label) and Fluker (superstar producer) together to find the next T-Pop idol and dressing them in a limited-edition Porsche x Puma collab. By promoting the collaborations through a mix of innovative media executions, including store takeovers, influencer partnerships, and interactive challenges, Porsche could ignite the passion of possibility and invite Thailand's emerging creatives to dream bigger, establishing long-term desirability for the brand.

Porsche's strategy was to use music and fashion as a license to enter the world of Thailand's next generation. The centrepiece being Porsche leading the search to uncover T-Pop’s next superstar, backed by star-making record-label 88Rising and producer Fluker, dressing these emerging idols in a limited-edition Porsche x Puma sneaker.

To elevate this from a music star search and sneaker drop to a culturally rich, immersive experience, Porsche leveraged the power of innovative media executions. By partnering with influential tastemakers, executing store takeovers, and launching interactive challenges, the brand aimed to generate buzz, lend credibility, and land the "Dreams in Colours" platform with real meaning for Thailand's emerging artists.

The strategic focus on promoting the collaborations through a mix of unconventional media activations allowed Porsche to create an all-encompassing brand experience, igniting the passion of possibility and invite Thailand's next generation to dream bigger, driving long-term desirability for the brand.

The campaign began with a teaser phase, visually introducing the Porsche x Puma collaboration and launch date across social media. Street postings plastered Bangkok's coolest streets, fuelling hype and excitement.

The launch phase saw a custom takeover of Carnival's flagship store, with Porsche x Puma exclusively showcased in the windows, a first for the retailer. This served as the backdrop for a VIP party with 250 Thai-based A-list artists and cultural influencers, all celebrating the limited-edition sneaker.

To further promote the collaboration, a Puma x Porsche lookbook featuring influential idols launched across their channels, while unboxing reveals were seeded with T-idols and KOLs. An interactive TikTok challenge was announced, inviting aspiring creatives to showcase their talents for a chance to win mentorship opportunities.

Supported by a dedicated PR push, the launch garnered enviable global coverage across luxury lifestyle and street press, all centered around the landmark Porsche x Puma sneaker.

Porsche's culture-forward approach and the power of the music star search and Puma collaboration drove unprecedented results.

With over 50m impressions, the interactive TikTok freestyle challenge attracted entries from 250 of Thailand’s hottest young T-Pop talents, with 27 artists shortlisted for the mentorship program with the winner heading to LA to live her music dreams.

The immersive experience and launch event drove the Thai next generation into a frenzy. Porsche x Puma was the #1 trend on X and fans queued for 12 hours at Bangkok’s hottest sneaker spot for the chance to buy the collab.

Most impressively, the campaign had an immediate impact on Porsche's brand perception among the next generation, with substantial increases in brand purpose alignment, dream enablement and consideration.

These results far surpassed the impact of any previous campaign, transforming awareness levels and establishing a strong foundation for Porsche's long-term desirability among Thailand's next generation consumers.