Building a digital experience for the 21st century.
The Porsche brand has been one of the best known in the automotive and luxury market for 50 years. However, a reputation built in the 20th century does not guarantee the success of building a digital brand experience suitable for the 21st century.
From internal training to customer involvement
The Porsche Brand Academy was born after five years of experience in digital brands, first as a training tool for internal human resources, then as an engaging dedication to the history, branding, and marketing of Porsche cars.
The internal digital training experience was developed by 8th Wall, a software platform that allows interactive experiences based on web-based augmented reality (WebAR) and virtual reality (WebVR) on mobile devices, and Innovation. rocks, which builds and implements AR. VR content solutions. Innovation. rocks are familiar with the luxury car industry, as it has a customer base that includes Porsche, Audi, and Bentley, among others.
“[Porsche Brand Academy] started out as a native app for integrating new employees,” said, CTO at innovation. rocks. “The Porsche brand can now digitally experiment with a solution that works on 90% of mobile devices.”
Internal best practices for implementation were used as a basis for consumer involvement in activating the Porsche Brand Academy.
“[The Porsche Brand Academy] offers users the opportunity to actively experience the history of the Porsche brand,” said Erik Murphy-Chutorian, CEO of 8th Wall. Customers can explore and learn about the company in a natural, engaging, and memorable way.
The Porsche experience
Porsche’s digital brand experience is divided into three different basic chapters – past, present, and future – led by an avatar, a Porsche employee. The past is a look at the history of the brand, the present shows the current vehicles and the future looks at opportunities for innovation and progress within Porsche.
The platform’s origins as an internal integration tool made it possible to reuse more resources, starting with the “host” avatar that values the digital experience.
“The initial investment in the high-quality experience of the employees as an internal training tool was worth it if we had to reuse the resources”, “We used a previous internal project with the Porsche Taycan to promote the new Taycan to an external audience.”
To complement the presentation of the new luxury vehicles to potential customers, the 3D animated avatar has developed or enhanced many new features, including automation for more movement and interaction with consumers and better speaking skills.
For consumers who want to buy more of the past, present, or future of the Porsche brand, the Porsche Brand Academy platform can allow the user to position a Porsche in real-time. Users can also sit in a virtual Porsche or even test the brand’s history.
“Creating new chapters for the content was certainly the biggest challenge in this process,” “A lot has been learned, but we have kept the architecture very modular so that we can expand, add experiences in the future based on consumer demand and the direction of the industry.”
Business practices of the future include working with new car models, in terms of innovations and technology. The digital experience is also built to scale with the continued growth in consumer demand.
Both behind the wheel and in the digital experience, Porsche wants its audience to travel with a clear concept of its history, luxury, and innovation.