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Taycan Arcade

Porsche x Atari

Taycan Arcade

When a car is capable of 0-100kph in 2.8 seconds - straight-line speed tests are the typical ‘go to’.

 

But they don’t get headlines.

 

So I demonstrated the all-electric Porsche Taycan’s impressive performance with a straight-line speed test like no other. A high-speed real-world game of PONG.

 

We leveraged the 50th anniversary of Atari’s iconic PONG game to launch the Porsche Taycan - with the ultimate retro meets innovation collaboration.

 

2x All-electric Taycans
1x A.I controlled, geofenced high speed drone.
1x high-speed, real world game of PONG.

The campaign launched at the Formula 1® Rolex Australian Grand Prix, captivating global audiences.

 

The film directed people to an online experience, where fans could play PONG with their very own custom-built Porsche Taycan - competing against a global leaderboard. Best of all, they could then book their customised Taycan for a real-world test-drive.

Taycan Arcade was Porsche Australia’s most talked about launch ever. Appearing in 112+ publications with an earned media reach of $8M+, 41 Taycans were sold - that’s $14,883,000 AUD. Featured across auto, design and general interest the campaign was PR’d by publications like Carbuzz, Ausretrogamer, Autocosmos, CarExpert, classiccars.com and Motor Authority. Carbuzz says “Our favourite racing game.” “A classic arcade game on a life-sized playing field” says CarExpert.  The campaign resonated with the next generation Porsche target audience as well as their existing fans, with 13,000 site visits, 2300 game plays and a conversation rate of +17% solidifying its status as a game-changer.

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