Electrifying The Fanbase

TAG Heuer Porsche · BBDO Germany · 2020 · Role: Executive Creative Director

The strategy delivered 94,000 followers in under six months.

How do you build a fanbase for drivers nobody ever sees without a helmet?

Formula E drivers spend almost all their public time behind a helmet. That’s a problem on social, where people connect with faces and personalities, not carbon fiber.

The idea
We launched the TAG Heuer Porsche channels from scratch, with people first. The engineers building the electric powertrain got as much spotlight as the drivers behind the wheel, all under one banner: #TagHeuerPorsche.

The TAG Heuer Porsche Formula E Instagram profile
Grid of TAG Heuer Porsche Instagram posts featuring the drivers and Race at Home
Grid of TAG Heuer Porsche Instagram posts: Race at Home, The Inner Drive, Let the Game Begin
Grid of TAG Heuer Porsche Instagram posts from the garage and the track
Grid of TAG Heuer Porsche Instagram posts: Did You Know, On Track, Become a Dream Racer
TAG Heuer Porsche Instagram post: a pattern of steering wheels on red
TAG Heuer Porsche Instagram post: Race at Home, Let the Game Begin
TAG Heuer Porsche Instagram post: Race at Home, what comes to mind versus what it actually looks like
TAG Heuer Porsche Instagram post: the Formula E car's cockpit with a heart for Mother's Day
TAG Heuer Porsche Instagram post: Have a thrilling Race at Home weekend
TAG Heuer Porsche Instagram post: the car from above on a virtual street circuit
TAG Heuer Porsche Instagram post: Become a Dreamracer, helping fight COVID-19
TAG Heuer Porsche Instagram post: the Porsche Formula E car on a virtual track

What I did

  • Won Porsche’s European digital business, pitching to their CMO in German.

  • Directed the launch of the TAG Heuer Porsche social channels.

  • Set the focus on the team behind the visor instead of standard track footage.

Want to talk about work like this?
Email me or find me on LinkedIn.

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