When Communication hits the Racing Line
From Driver to Racer: For nearly 50 years, the Porsche Track Experience has been transforming car enthusiasts into true sports car heroes. And this journey continues. With an updated event portfolio and new levels of formats, Porsche’s driving training is now set to be even more exceptional. Our challenge? How do we convey this new experiential offering in a simple yet emotional way that aligns with Porsche’s purpose ‘Driven by Dreams’?
Learning new skills, pushing to the ultimate, or turning dreams into reality? Every person stepping onto the racetrack aims to achieve personal goals – but what unites them all is the pursuit of personal and driving advancement. With “Here for More,” we have crafted a communication framework that forges an emotional bond between the brand’s promise of performance and the participants’ aspirations. Step by step, surpassing oneself: from the initial drive in a sports car to entering the realm of racing. This evolution is a global opportunity enabled exclusively by the Porsche Track Experience.
Shifting away from complexity. Shifting towards straightforward access based on individual driving skills. The four progressively ascending stages are depicted with a simple shifting mechanism.
Concept. Creation. Production. The complete package, created by MDCT.
Project Management: Ines Harer, Regina Levenhagen
Strategy & Concept: Dennie Pfau
Art Direction: Andreas Drosdz
Text: Ian Scott Patterson, Patrick Michel, Dennie Pfau
Videoproduction: 888productions/Studio Kuro
Photography: Andreas Drosdz
Tour Operator: Manthey Racing GmbH