Porsche
Formula E
Racing into the future with
the Porsche community in tow
Porsche entered Formula E in 2019, marking its bold transition into the electric era and opening the track to a whole new audience. Our task was to introduce Porsche Formula E to a new generation of young, digital-native fans and build a fresh community from the ground up.
Just like on the track, we had to move fast, think smart, and stay ahead of the curve.
Unlocking the Porsche 99x Electric
Enabling the Twitch community to break
into the Porsche factory
We kicked off Porsche’s Formula E journey with a launch activation worthy of the grid.
Instead of a standard car reveal, we staged a high-stakes, real-time experience live on Twitch. Viewers took control, guiding two drivers through the Porsche factory in Stuttgart, dodging guards, solving puzzles, and ultimately unlocking the 99X Electric.
Handing the controls to the Twitch audience won over many new fans. Two million people took part in unlocking the Porsche 99x-Electric, all before we’d competed in a single race.
Digital activation:
Stay Hungry
Rallying our fans
Tasked with building an online following from scratch, we rallied around the motto Stay Hungry. Through a sharp social strategy, always-on content, and interactive moments timed with the Formula E season, we turned zero followers into a passionate fanbase of over 100,000.
Always-on social:
City Stories
We didn’t just Stay Hungry on the track, we explored the people and culture of each race city, broadening our appeal beyond just motorheads.
Drivel reveal
Generating hype around our team’s new blood.
Following our debut season, we pulled off a full-scale production to introduce our newest driver: Pascal Wehrlein, one of the youngest in professional racing —all with just seven days’ notice, in the middle of a global pandemic.
In a single day of shooting, we captured six months’ worth of content: exciting sponsors, fueling editorial coverage, and most importantly, firing up the fans for Wehrlein’s Porsche premiere.
Highligt moment:
Role: Senior Copywriter
Agency: Proximity WW GmbH
Documenting the Faroe Islands
with woolly friends