9:11 MAGAZINE BY PORSCHE: EPISODE 14 “TAYCAN”

Title9:11 MAGAZINE BY PORSCHE: EPISODE 14 “TAYCAN”
BrandDR. ING. H.C. F. PORSCHE AKTIENGESELLSCHAFT
Product/ServicePORSCHE 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
Credits
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.