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Music-driventhroughArtist Collaborations

for Porsche

Interpreting the 'Thrills' of the new Macan with Peggy Gou & Bakermat.

Acting as intermediaries, we facilitated the collaboration, creating a music-driven cross-media digital campaign that authentically conveyed the car's personality with the help of the DJs Peggy Gou and Bakermat. The fusion of music, influencers, and authentic storytelling resulted in an exhilarating journey that resonated with the audience and enhanced the allure of Porsche's new Macan.

The new Macan. Feat. Peggy Gou

Specialized in high-performance sports cars and legendary for its innovative and beautiful automobile designs, Porsche has once again scored with the launch of a new model, exquisitely blending sportiness, design and everyday practicality: the new Macan. 

The compact SUV is intended for those whose lifestyle is ignited by adrenaline and passion, where taking risks and thirst for adventure are the essentials for experiences that make one feel alive. And what better medium to express such attitude than music? Our versatile approach to audio branding and content marketing made it possible to craft the sound of the car’s slogan: “Choose Thrilling”.

Artist Collaboration

In the first phase of the project, we had to establish collaborations with influencing artists that depicted the mindset and personality of the new Macan. The idea was to produce a campaign video shoot where, instead of merely using music by the artists, the car itself was to be used by the artists, in an attempt to capture electrifying glimpses and insights to their lives, now enhanced by the new Macan. 

Our collaboration propositions with Berlin-based Korean DJ & artist Peggy Gou and Dutch DJ & music producer Bakermat excited our client. We believed that the two ambassadors best expressed the personality of Porsche and represented its new model, specifically given their young, urban, avant-garde appeal and drive to fully experience each and every moment - because after all, life is as thrilling as a live concert!

Social Media Strategy

After securing the two collaborations by handling the related negotiations and paperwork on both artists’ and client’s side, we concentrated on developing and directing an exhaustive music-driven social media strategy (including photos and video snippets across Instagram, Facebook, Twitter and Tumblr) that the two influencers were to later spread in their channels to maximize the impact of the car’s digital campaign. 

So as to further connect with the targeted digital natives, we on top curated the musical content of different Spotify playlists for a fun and interactive campaign component on Porsche’s website: by answering a few questions to describe their music taste, users are presented with a perceptive portrayal to their lifestyle, recommended a selection of the car’s configuration tailored to their habits, and finally offered access to a music playlist - the one that best combines the user’s individual music preferences and the car’s branding attitude.

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