Three focus areas determine the concept of the Porsche Experience Centre in Shanghai: brand-adequate interior design, interactive and digital modules and unusual events. With this approach, the China office of the agency for events and live-marketing VOK DAMS was able to win the pitch and convince Porsche.
The activation of the Porsche Experience Center skillfully brings the various focus areas together and allows visitors to experience the fascination of Porsche live. The sports car manufacturer opened its first Porsche Experience Center in Asia in Shanghai at the end of April. It has direct access to the 5.5-kilometer circuit of the Shanghai International Circuit. For dynamic driving offers, however, visitors will have a 1.4-kilometre-long handling circuit with a circular surface, kick plate and dynamic surface at their disposal. There will also be an off-road track. The center’s central location is another plus point. Around 300 million people live within a radius of less than three driving hours.
Helping marketers from various companies expand their knowledge of brand building
The activation actions in detail: The Porsche Experience Center BrandLab is used both by regular visitors and by participants in seminars organized by Porsche in cooperation with Tongji University to help marketers from various companies expand their knowledge of brand building, brand identity, and brand strategies. VOK DAMS was responsible for the interior design of the event rooms as well as the production and content creation of 8 interactive modules.
The Digital Toolkit will be used temporarily. It consists of three interactive modules (Porsche Art in Motion, Lifestyle Jukebox, and Hololens Heritage Book) and is intended to emotionalise the sales process in the Porsche Centres.
In cooperation with Tongji University, Porsche Engineering organized a symposium at which representatives of leading research institutions, OEMs and automotive suppliers shared their insights into the latest development trends and technologies.