Title	9:11 MAGAZINE BY PORSCHE: EPISODE 14 “TAYCAN”
Brand	DR. ING. H.C. F. PORSCHE AKTIENGESELLSCHAFT
Product/Service	PORSCHE TAYCAN
Category	A03. Durable Consumer Goods including Automotive
Entrant	TERRITORY Hamburg, GERMANY
Idea Creation	TERRITORY Hamburg, GERMANY
Idea Creation 2	DR. ING. H.C. F. PORSCHE Stuttgart, GERMANY
Media Placement	DR. ING. H.C. F. PORSCHE Stuttgart, GERMANY
PR	DR. ING. H.C. F. PORSCHE Stuttgart, GERMANY
Production	TERRITORY Hamburg, GERMANY
Post Production	TERRITORY Hamburg, GERMANY

Name	Company	Position
Till Uhrig	TERRITORY Content to Results GmbH	Head of Video Content
Frauke Hoersch	TERRITORY Content to Results GmbH	Project Manager
Kloefer Danilo	TERRITORY Content to Results GmbH	Editorial Management
Detlef Wittkuhn	TERRITORY Content to Results GmbH	Head of Text, Head of Service
Christopher Clauditz	TERRITORY Content to Results GmbH	Editing
Dirk Ewert	TERRITORY Content to Results GmbH	Editing
Daniel Zimmermann	TERRITORY Content to Results GmbH	Editing
Nele Wandschneider	TERRITORY Content to Results GmbH	Production Manager
Kira-Vanessa Kutschik	TERRITORY Content to Results GmbH	Production Manager
Dr. Sebastian Rudolph	Dr. Ing. h.c. F. Porsche Aktiengesellschaft	Publisher
Sabine Schröder	Dr. Ing. h.c. F. Porsche Aktiengesellschaft	Head of Corporate Publishing
Jasmin Anderson	Dr. Ing. h.c. F. Porsche Aktiengesellschaft	Project Manager

Background

• Situation: Each episode consists of 5 articles with a length of 9 minutes & 11 seconds. • Brief: Especially in the E14 the complete focus was on TAYCAN, the first fully electric sports car from Porsche. • Objectives: We had to find concepts and stories around different themes of the first full-electric sportscar from Porsche.

Describe the strategy

• Target audience (consumer demographic / individuals / organisations): Created for brand ambassadors, influencers and fan media - also addressed to journalists, multipliers and decision-makers in a targeted manner. • Approach: Ideas, topics and concepts were closely coordinated with the project management on the customer side.

Describe the execution

• Implementation: The stories around the two protagonists Aksel Lund Svindal and Dr. Stefan Weckbach were filmed on location with a small video team and supplemented with existing footage. The concept for the creation of a Taycan at the factory was implemented and produced by another film production, under the supervision of Territory and Porsche. The Hairpin chapter was designed and produced with the in-house team - just as the fifth and final chapter. Archive material was also delivered to Territory. • Timeline: The first research did start mid of June 2019. The release of the episode was end of February 2020. • Placement: The episode was placed in all Porsche's own media channels.

List the results

• Business impact – sales, donations, site traffic • Response rate • Impressions • Change in behaviour • Consumer awareness 4 weeks after GO LIVE organic Plays: 1.877 and average viewtime: 05:30 on the 9:11 Website. And organic plays: 24.225 and average viewtime: 02:59 on the Porsche YT-Channel.