The Sound of Porsche. Brand Pop Up Sound.
Don't sell a car. tell a story.
ABOUT THE CLIENT
Porsche AG is a German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans. Headquartered in Stuttgart, it is owned by Volkswagen AG, which is itself majority-owned by Porsche Automobil Holding SE. 2014 was the most successful year in Porsche’s history thus far with 22,401 employees having sold 189,849 new vehicles and contributing to 4,320 million euro gross profit.
"The Sound of Porsche: Stories of the Brand" is written on the window of a shop on 14th Street, right next to the High Line in Manhattan’s fashionable Meatpacking District.
The sound of Porsche, presumably the revving of engines,
you might well think.
In 2014, Porsche launched its unique pop-up store concept "The Sound of Porsche: Stories of the Brand" referring to an entirely new, interactive brand experience created in the form of a multisensory pop-up store.
The Approach: Don't sell a car. Tell a story.
The Porsche pop-up store, styled like a modern record store, is an innovative, interactive way of using multimedia to tell the story of the Porsche brand. The idea here is not merely to sell a car, as is the case in branch offices and showrooms – the primary aim of the pop-up store is to present a new, sociable way to make contact with people who are young or young at heart and let them experience the Porsche brand at close range.
"The pop-up store is a new kind of supplement to customary marketing activities. It will further enhance awareness of our brand in close cooperation with the local Porsche centers" says Detlev von Platen, Managing Director of Porsche North America, who is convinced by the unusual brand presentation.
Instead of just selling cars as in traditional showrooms or local dealerships, the pop-up store is divided into three areas.
At the media stations, visitors can watch sixteen specially produced films about the Porsche brand, including clips for Porsche enthusiasts, such as "Porsche Exclusive – The Most Personal Car" and "A Porsche Goes to Hollywood" with animated film star Sally Carrera.
The Design Corner provides visitors with a communicative space where they can sketch what they associate with the "Sound of Porsche". The sketches can be uploaded via #soundofporsche to social networks like Instagram.
In the Soundlab, the heart of the pop-up store and outfitted in the style of a sound studio, everything revolves around the famous Porsche 911. Visitors find the iconic 911 model embedded in an atmosphere reminiscent of an upscale sound studio.
Defining and Creating the sound for Porsche
In the Soundlab, visitors stand in front of the Porsche 911. By choosing from three different driving scenarios, visitors can take a virtual drive without getting into the car. The Soundlab experience involves hearing the real soundscapes of the test drive and seeing the visual setting as it is 3D-mapped on the 911 in real-time. Using an app developed by amp, Porsche fans can choose between three of these scenarios, each lasting about 1:30 minutes: Metropolitan Melody (Miami), Country Cadance (Kaunertaler Gletscherstraße), Racing Rhythm (Nürburgring).
The Soundlab: our way of putting the 911 in its driving context.
A multi-sensory brand experience.
After selecting a scenario, visitors watch the car drive by means of 3D mapped surroundings on the vehicle. The sound is naturally synchronized and heard spatially in 7.1 surround sound thanks to a collaboration with audio hardware manufacturer Bose. In addition to choosing the scenarios, visitors can also have the car run in sport mode with a sport exhaust system.
Each of the scenarios has a characteristic visual setting and, above all, a very characteristic, unique sound. The interactive experience of the car in various contexts is similar to a virtual test drive. This equates to a great deal of value added for potential new customers and young people: where else can you take a test drive in the mountains, in a city and on a speedway in only 4.5 minutes?
"A virtual drive experience experienced in a store is certainly better than any app or microsite viewed in 3D glasses!"
(September 17, 2014 by Think Digitally).
In addition to the Porsche sound, visitors can immerse themselves in the soundscapes featuring the background sounds of a city, speedway and mountain roads.
All elements of the Soundlab in "The Sound of Porsche: Stories of the Brand" project were produced by amp (in collaboration with the event-agency Avantgarde), including both the creative and technical aspects:
- Video production at Nürburgring, in Miami and on the Kaunertaler Gletscherstraße using 9 Go-Pros cameras on a Porsche 911 and high-quality sound recording (6 different tracks for different parts of the engine)
- Audio post-production (sound design, surround mix for Dolby 7.1 Surround).
- App development (iPad visitors app, backend surround sound player)
- 3D video mapping on the car
- Composition and production of the soundscape (Surround 7.1)
The result and its potential
With "The Sound of Porsche: Stories of the Brand" amp engages visitors by tele-transporting them into three different situations and returning them to reality as true Porsche proponents.
With this emotional, brand-immersive experience, Porsche appeals to a young audience and turns them into the Porsche drivers of tomorrow. Enthusiastic visitors who have shared their impressions and experiences of the Soundlab on social media, as well as the overwhelming press response (for example New York Times), show us that the Soundlab works effectively across cultures and continents!
The Porsche Soundlab leads by example, putting a car into an emotional context and using the medium of sound to effectively tell a story that will not be forgotten.
Especially because "The Sound of Porsche: Stories of the Brand" is still going! Following the sensational launch of Porsche’s multisensory pop-up store in New York’s Meatpacking District in September 2014, the Soundlab was unveiled in London, Moscow and in Shanghai's luxurious IAPM Mall – featuring the likes of Stella McCartney, Alexander McQueen and Alexander Wang stores. In 2016 Porsche will further expand the launch of its unique pop-up store concept mesmerizing fans in other metropolises.
"The Sound of Porsche: Stories of the Brand" continues …
stay tuned and go for another spin (we’ll spread the sound)!