Spotlighting the brand’s relentless spirit to celebrate and inspire Dutch entrepreneurs.
Porsche has always been an advocate for entrepreneurs. Yet, the new generation of business owners feels disconnected from the brand, mainly due to its traditional image created by an ageing driver base. How can we attract the next generation of drivers, specifically Dutch entrepreneurs, to Porsche and show they have more in common with the brand than they think?
Many entrepreneurs and the world’s biggest businesses got started in the garage. Porsche was no exception, where founder Ferry Porsche built his ultimate sports car from a first sketch. For the brand, the garage is more than a physical space; it represents the fearless mindset that both Porsche and entrepreneurs embody and champion. Zooming in on this shared mentality, we created a campaign to celebrate and encourage entrepreneurship.
We fuelled Porsche’s drive into empowering gestures, centring around the ‘Garage Mentality.’ Starting with an online and social video campaign, we called on entrepreneurs to (re)discover their inner fire. We launched an online AI-powered platform to answer questions on entrepreneurship, training it with advice from local Dutch entrepreneurs.
With a PR event, we invited well-known Dutch business owners to share stories and funnelled this knowledge back into our AI model. This way, our collective wisdom can be accessed anytime, anywhere by anyone who dares to make their dreams come true.