Porsche Penske Motorsport
Le Mans Livery Reveal
Legendary Livery: Porsche’s Historic
Return to Le Mans at 100 Years
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Build excitement for Porsche’s return to Le Mans during its 100th anniversary, highlighting the special livery that celebrates the brand’s legendary racing heritage.
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A multi-faceted social media campaign centered on the special livery, including a live reveal, interactive community engagement, and dynamic content that launched the Porsche Penske Motorsport Le Mans communication.
Paying homage to iconic cars and drivers that shaped Porsche’s storied history, the livery represented a visual bridge between past and present. Its reveal was equally significant, engaging the global Porsche community through a live Instagram event and interactive elements that invited fans to name the livery. This approach not only highlighted the livery’s historical importance but also reinforced Porsche’s commitment to honoring its heritage while embracing its passionate fanbase.
The Build Up to the Reveal
In the lead-up to the reveal, teaser content built excitement with sneak peeks of the livery, behind-the-scenes moments, and interactive Instagram elements like countdowns and question stickers. These tools engaged the Porsche community, driving anticipation and ensuring a strong audience turnout for the live unveiling.
The Reveal Film
The reveal film, shot and edited onsite by Marvin Ströter, captured the essence of Porsche’s racing heritage and the excitement surrounding its return to Le Mans. Combining cinematic visuals of the special livery with dynamic racing shots, the video brought the story of the livery to life, blending nostalgia with modern performance.
Designed to resonate with Porsche enthusiasts, the film was posted on Instagram and Youtube as the livery was revealed at Spa - allowing for fans to immediately share their excitement.
The Special Livery Reveal
To maximize anticipation, the livery was unveiled live on Instagram immediately after the WEC Spa race—the final event before Le Mans. Fans were given a front-row seat to the reveal, hosted with the drivers live at the track, creating an intimate and engaging experience for the Porsche community.
Getting the Community Involved
The campaign prioritized community involvement, inviting fans to participate in the naming of the special livery through interactive social polls - a first ever approach to naming in Porsche history! This approach strengthened the connection between Porsche and its passionate fanbase, making them a part of the journey.
My Role on this Project:
Social Media Strategy: Developing the approach to maximize engagement and align with Porsche’s Le Mans campaign goals.
Social Visuals & Copywriting: Creating captivating designs and messaging for the reveal and supporting content.
Animation: Designing and animating the livery name reveal visuals, ensuring they resonated with the Porsche brand identity.
Collaboration: Working closely with designers, the production team, marketing and PR departments and agency to produce a high-quality reveal content for social platforms.