Luxury car brand, Porsche, wanted to shift itself to fit more in the lifestyle space while staying true to its sports car DNA, through a partnership that would retain its premium sports car credentials while expanding reach of the range. Mango was tasked with aligning Porsche with the right partner to open the brand to more people, while remaining exclusive.
To provide Australians with an experience they’d never forget, Mango secured a partnership between Porsche and Uber which saw an exclusive fleet of the latest Porsche models hit Melbourne streets during the 2017 Rolex Formula 1® Australian Grand Prix giving Uber riders the opportunity to enjoy an authentic Porsche experience by simply requesting an UberX within the app.
During the 7-day campaign period, a content video was created to showcase the partnership, supported with a mainstream news and lifestyle media relations push. Stills and raw cuts of the video content were seeded out to key broadcast and online titles.
Mumbrella CommsCon 2017: Best PR-Led Brand Partnership of the Year, Finalist