In 2023, Porsche celebrated its 75th anniversary. To mark this milestone, DRIVE. Volkswagen Group Forum, the group’s flagship representative in the capital, hosted the "Driven by Dreams" exhibition. The showcase put a definitive spotlight on legendary models, revolutionary designs, and the visionary drivers who shaped the brand’s history.
We leveraged this iconic exhibition to dual-position the Volkswagen Group’s brand values alongside DRIVE. as a world-class event destination. Our strategy centered on curating an elite guest list of cultural tastemakers and high-profile multipliers who perfectly embody the intersection of Porsche’s heritage and Berlin’s modern energy. By orchestrating an environment that captivated both traditional press and digital creators, we didn't just generate reach, we authentically anchored DRIVE. as the architectural and cultural heart of Berlin’s automotive scene.
The event welcomed 500 VIP guests, including celebrities, top-tier journalists, and key industry partners. The campaign secured 112 high-impact features with a total reach of approximately 32 million. With an earned media value (EMV) of roughly €1 million, the project successfully elevated the venue's prestige and reinforced Porsche’s enduring legacy.
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