A sixteen-year relationship in creating a global community of fans and engaging existing Porsche customers – all through brand activations.

Our partnership with Porsche has expanded across eighteen international markets, spanning Asia, the Middle East, Europe, and the USA. Our relationship began by creating a series of brand experiences for the Porsche Carrera Cup in Asia. Over the years, we've managed these annual experiences in 9 separate markets, including a holistic communications campaign aimed at broadening the audience experience. Following the success of the Carrera Cup races, Porsche asked AVANTGARDE to deliver the sponsorship brand activation and VIP hospitality for the world-famous endurance race - 24 hours of Le Mans. 

We were responsible for the hospitality for more than 600 international VIP guests, featuring the creation and management of seven separate hospitality locations; this included a temporary Porsche hotel for 600 guests and a live video stream throughout the race that was broadcasted in more than 52 countries and 256 dealerships. 

With our unrivalled understanding of the Porsche brand, along with our global network and experience in creating successful brand activations targeting Generation Y, we were tasked to create a unifying global campaign, bringing the essence of the Porsche brand to a young, modern, and forward-thinking demographic – and hence re-shaping the brand’s image.

“The Sound of Porsche” was an award-winning pop-up experience that housed an interactive record store-style activation that toured 12 international markets. Uniting the human sense of hearing with the distinctive sound of Porsche engines, the creative and intriguing space blended classic Porsche products with interactive activities.