Client: Porsche Sweden
Case: Launch of the new Porsche Macan
The biggest launch in Porsche’s history in Sweden, for the new all-electric Macan. An integrated campaign with many impacts. Outdoors, we created a giant battery of scrapers at Hötorget, and on Södermalm we made a large, illuminated mural. In print, social media, DR and via local events, the campaign was taken further to create impressions and visits to Porsche Centers around Sweden.
360: Communication, strategy, social, design, advertising, photography, digital.
Porsche has grown steadily in recent years in Sweden, and the plan is to continue the trend with the new all-electric Macan. “This is a model that broadens our target group. The Macan is also one of the most popular models as the first Porsche,” says Sanna Strömbäck, Head of Marketing at Porsche Sweden. “The campaign has a sober, purple thread as a consistent theme. This is one of the biggest launches ever for Porsche in Sweden, it is integrated in a wide range of channels, with a focus on digital, print, and several innovative media solutions.
“We are kicking off the campaign with a projection in the city,” says Martin Stadhammar, Creative Lead and Copywriter at BerntzonBylund. “We illuminate five huge buildings in the style of a battery that is charging. It’s quite powerful to use these well-known skyscrapers for communication, and it’s truly rewarding when an idea that started with a simple sketch can make it through all the challenges along the way. This is the first time the buildings are used as a media channel in this fashion.”