PORSCHE CARS NORTH AMERICA CAMPAIGN SUMMARY
Social Media
Public Relations
Media Planning & Strategy
Project Description
Given their storied motorsports history, Atlanta-based Porsche Cars North America had a natural interest in “Team Shift,” an all-girl squad who competes in F1 in Schools. (F1 in Schools is an international science, technology, engineering and math (STEM) program that challenges students to design, construct and race a model-sized version of a Formula One race car.) Team Shift bested 36 students and eight other teams to claim the U.S. national championship in 2012 and qualify for the World Finals in Abu Dhabi. But to get there, they needed to raise $50,000 to cover competition and travel expenses. Porsche, sharing a hometown and a passion for engineering excellence with the team, wanted to help the cause. They enlisted PR agency of record, Brandware, to build awareness of Team Shift to raise the $50,000 needed to compete in the world finals and also generate media coverage of Porsche’s commitment to STEM programs. • The media relations effort resulted in more than 13 million media impressions. • Coverage spanned multiple media including auto magazines like Motor Trend, the nationally syndicated Car Clinic radio show, the New York Times Wheels blog and the largest in-market newspaper, the Atlanta Journal-Constitution. • Media coverage spiked traffic to the donations page of the Team Shift website and the girls met their fundraising goal. In October 2012, they competed against students from 27 countries in the F1 in Schools World Finals and finished in eighth place.Client
Porsche Cars North America
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